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Mercedes R-Class

Award: Wood Pencil

Wood Pencil / Online Advertising / Digital Advertising Campaigns / 2007

The Mercedes-Benz R-Class microsite was developed to allow consumers to engage with this vehicle in an inspirational manner, rather than trying to describe each potential purpose and expect consumers to understand its role in their lives. We were able to do this in the digital space, with illustrated narratives that produced a thought-provoking consumer experience. We allowed consumers to feel the car through animated visuals and inspired writing delivered in an open and fluid manner. Two drop-down banners were created to drive traffic to the microsite, both utilising playful interaction to highlight a specific detail of the car. 'Heights' demonstrates that the vehicle can navigate high altitudes and 'Space' effectively communicates the abundance of room in the R-Class.

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