Build a GLA on Instagram
Award: Wood Pencil
Wood Pencil / Digital Marketing / Use of Social Media / 2015
In the automotive industry, the most important online sales tool is the 'build-your-own car' functionality, which typically lives on a brand's website. But the target for the new Mercedes-Benz GLA lives on social media. So, Razorfish New York took the utility to them. Taking advantage of Instagram's recently added tagging function, Razorfish hacked the platform and created over 200 linked accounts, along with thousands of images representing customisable options. The campaign then allowed consumers to choose the colours, wheels, roof and grill of their new GLA, and gave them a quote to take to a nearby dealer.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.