INTERACTIVE VIDEO STORYTELLING

Mercedes Classe A

Mercedes and Connected-Stories partnered to launch an interactive video campaign aimed at promoting the new Classe A offering free test drives sessions across the country

  • Through Connected-Stories technology Mercedes created a campaign divide into 3 stages: Awareness, Activation, Engagement. Each stage had 4 different video content focused on 4 different features of the new car.
  • By using Connected-Stories Journey Designer, Mercedes was able to easily create a consumer journey divided into 3 stages and determine the most appropriate content for the users to see at each stage based on their behavior.
  • Each user would also be exposed to a personalized video content according to their behavior during previous impressions showing the car’s features they were most interested in.
  • On each video, Mercedes’ creatives added interactive hotspots and CTAs in order to maximize user engagement and generate interested and informed leads.

Each user would also be exposed to a personalized video content according to their behavior during previous impressions showing the car’s features they were most interested in.

MAIN OUTCOMES

CLICK THROUGH RATE
CLICK THROUGH RATE

The Mercedes campaign registered an average 4.27% CTR across all stages. A stunning result compared to the average 0.9% of other video ads for the automotive industry.

LEAD GENERATION
LEAD GENERATION

Among all users reached by the campaign , 0.22% became qualified leads.

CPL
CPL

Campaign’s Cost-per-lead averaged €9 a 66% decrease from average CPL of €29 of the automotive industry.

EXCLUSIVE MULTI-LAYERED VIDEO TECHNOLOGY

  • Patented technology to create video content consisting of multiple layers
  • Combination of layers made at distribution stage in real-time
  • Orchestrated by rules inferred by machine learning process
  • Video Player agnostic, works with the most popular solutions on the market
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Contributors:

Tommaso Vaccarella

Customer Success Director

Antonio Capone

Customer Success Associate

About Mercedes-Benz

Mercedes-Benz is a global automobile marque and a division of the German company Daimler AG. The brand is known for luxury vehicles, buses, coaches, and lorries. The headquarters is in Stuttgart, Baden-Württemberg. The name first appeared in 1926 under Daimler-Benz.

For more information:
www.mercedes-benz.com

Media Agency:

CAMPAIGN'S STAGE AND WIDGETS

Four different videos that personalize the experience for the users according to their behavior and showcasing their preferred features of the new Classe A

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