Energizing Journey

Feeling Intelligent Drive
The New S-Class launch, which tried to communicate with clients about the Intelligent Drive. At the same time, although the main target audience of the S-Class are  luxury market or great business man, the local marketing strategy for Taiwan tried to attract younger age clients.

CREATIVE IDEA: Intelligent ENERGIZING Journey
It is hard to convey the concept of "intelligent drive because of the it is intangible. Thus, we use a 5 senses journey experience to communicate "Feeling intelligent drive. The display not only experientialised ENERGIZING Comfort Control with concrete benefits to consumers and magnify their sensations, but also offered 360 degree product experience and created word-of-mouth on social media. Not only offline advertising, but also online ad to approach target audience.

Step 1 - Team Brainstorming with client (Mercedes Benz brand strategy team)
Step2 - Collected all the ideas and visualised them. The first idea is " 5 senses Journey" which became the final creative idea in the end. The second concept detects mood of specific area people, and the OOH device will show the relative calming light and atmosphere in public. The third one is to instantiate "energizing comfort control".