Mercedes-Benz Canada begins online campaign
Mercedes-Benz Canada has begun an online promotion called "Drive of a Lifetime" featuring a 360-degree online video. Developed by BBDO Toronto, the video promotes the company's Roadster and Cabriolet models. According to Mercedes, this is the first time this type of promotion has been undertaken by a luxury car brand in Canada. The video depicts a man driving along the Gardiner Expressway in Toronto, recalling childhood memories of driving with his grandfather. The video has been posted on the brand's YouTube and Facebook pages. The campaign will run for two months. Media work was conducted by OMD Canada.
"360-degree video is cool, sure, but it loses its appeal quickly if it doesn't include a story to keep people engaged, and until now it really hasn't," said Mike Kasprow, executive creative director at BBDO. "If we really want to innovate, we need to ensure these tools become more than just gadgets. In Mercedes-Benz, we have a bold client who has encouraged us to focus on the brand story over vehicle features. This video is yet another example of how we can make that happen."