Dive Brief:
- Mercedes-Benz debuted a campaign, "What Makes Us," during the Masters golf tournament that celebrates the brand's innovations and is comprised of six 30-second TV spots, per a news release.
- Two of the commercials, "First Is Forever" and "Can't Is a Challenge," are entirely CGI and were created in a "virtual world." Mercedes-Benz utilized collaborative virtual reality software Nu Design with Atom View technology, which enabled its production teams to work together in real time across North America as though they were present on the same set. The automaker said this type of technology "enables a whole new production paradigm."
- Mercedes-Benz used the same technology to showcase the Mercedes-AMG Project ONE Hypercar. Other ads in the campaign, which was created with Merkley+Partners, include "Stubborn is Invincible," “Difficult Is Worth It," "Curious is Incurable" and "Fearless is Fuel."
Dive Insight:
Mercedes-Benz is the latest car brand to embrace technology like VR to create visually-driven creative that shows off vehicle features. While consumer-facing VR experiences are becoming more popular, Mercedes using the technology to collaborate on the production of its ads in real time underscores how there are a variety of B2B applications that can improve workflows and open new creative possibilities as well.
Consumers continue to respond to interactive and immersive ads and marketing content, and more auto brands are looking for ways to use emerging tech to lure consumers into dealerships.
Porsche recently began piloting an interactive haptic ad format for public media installations and retail. It allows consumers to customize different models of its vehicles via mid-air haptic cues that can be delivered without the need for gloves. Dealers can use the technology for digital product placements and to create digital showrooms.
