BBDO Pioneers YouTube Mimicry

BBDO Singapore has launched a cutting-edge digital campaign for Mercedes-Benz Singapore. Their new A-Class targets the youth market as Mercedes-Benz looks for fresh approaches to reach a new market segment – young lifestyle elites who were previously not predisposed to the brand.

 

To reach these digital natives, BBDO developed a digital campaign in the form of a Mimicry gadget on YouTube. 

 

It is an eye-catching advertising execution which mimics a YouTube page, with a surprising twist, making the Mercedes-Benz brand one of the first pioneers in Singapore to adopt this technique. The Mimicry is conceptualised to align with the new radical language featured in the A-Class and showcases the youthful and exciting nature of the new car.

 

“As the leading innovative automotive brand, we consistently gear ourselves to provide our customers with unique experiences through our products. In coming up with this idea, we worked with BBDO focusing on fuelling the imagination of younger customers - digital natives with the desire for individuality and excitement. Evidently, the Mimicry is just as progressive and emotionally engaging as the A-Class,” said Wolfgang Huppenbauer, President and CEO of Mercedes-Benz Singapore.

 

This is not the first time that BBDO has worked with Mercedes-Benz on the forefront of such innovative use of digital media. The brand emerged as the biggest winner at the Singapore Media Awards 2012 (SMA) with their campaign - Mercedes-Benz C-Class Coupé Signature Drive, which showcased innovation in digital and mobile applications. 

 

David Tay, Group Business Director for Mercedes-Benz at BBDO Singapore commented: “It’s always exciting for us to work with clients who are willing to push the boundaries and try new things. I’m delighted that the campaign has generated so much buzz.”

 

Be sure to check out the action at: http://www.youtube.com/user/MercedesBenzSG/ThenewAClass. 

(Playable on desktops only)