Project Overview

The GLA from Mercedes-Benz was a brand-new offering, combining the road-worthy quality and cache expected by prospective owners with the sturdiness and ability to venture off the road, into the unknown. The campaign’s tag lines “Always ready.” and “Nimble enough for the road. Rugged enough for off-road.” convey this promise.

GLA Rich Media Showcase

One of the tactics created to offer enthusiasts an opportunity to learn more about the GLA, this full-screen engagement also worked in landscape for mobile users, altering the proportions of each element to maximize the user’s experience. Animated touch points allow the user to open light box windows with more information.

GLA Songza Website Skin

Creating a background skin for the Songza website as well as custom banners placed throughout where applicable, this was a targeted placement to attract consumers in an area that data showed popular among Mercedes-Benz owners.

Banner Campaign and Website Takeovers

Along with the launch of the GLA nationwide out-of-home and print campaign, Mercedes-Benz also launched a banner and email campaign, involving a number of website takeovers, directing web traffic to the GLA microsite, while directing physical traffic to their local dealership.

MSN Flip Ad Prototype

Pairing with the Microsoft Network, the two businesses were the first to come up with a unique style of rich media, solely available through MSN; the Flip Ad. Once the static banner is clicked or tapped, five new ‘sections’ begin to unfold, not unlike a map. As the top half completes its movement, the bottom half begins to unfurl, finishing the animation. Then on hover each separate section’s navigation appears, allowing the user to scroll through an almost endless amount of imagery and information.