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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.

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