Michael Schumacher Mercedes-Benz Intelligent Drive campaign, Chicken magic body control video
Mercedes-Benz Intelligent Drive campaign got underway on 23rd September 2013 focusing on connected safety and driver assistance systems. This entails cameras, sensors and safety technology interaction in making motoring safer and more comfortable.
S 500 INTELLIGENT DRIVE research vehicle in August 2013 drove autonomously in the rural and urban traffic on the historical Bertha Benz route to traverse about 100 kilometres between Mannheim and Pforzheim. The new campaign explains benefits of connected technologies,individual driver assistance systems, and highlights Mercedes-Benz’s innovation leadership.
7 time Formula 1 world champion, celebrity ambassador Michael Schumacher has been supports greater safety on the roads, and will put himself behind the campaign. The multi-platform campaign ‘Connected with all senses’ will be seen through print advertisements, a TVC, a web special and comprehensive retail marketing activities.
Mercedes-Benz launching campaign on connected safety technologies: “Connected with all senses”: Michael Schumacher championing Mercedes-Benz Intelligent Drive
An extensive campaign on “Mercedes-Benz Intelligent Drive” will get underway on 23 September 2013. The premium brand has adopted this general term for all its connected safety and driver assistance systems. Cameras, sensors and safety technologies interact to make motoring safer and more comfortable than ever before. Both the E-Class and S-Class already have Mercedes-Benz Intelligent Drive, including assistance systems such as the Stop&Go Pilot, which supports the driver and thus allows partly-autonomous driving. An insight into the future of these connected technologies is provided by the S 500 INTELLIGENT DRIVE research vehicle, which in August 2013 negotiated the highly complex rural and urban traffic autonomously on the historical Bertha Benz route covering some 100 kilometres between Mannheim and Pforzheim. The emotional and informative campaign will explain the benefits of the connected technologies, present individual driver assistance systems and highlight Mercedes-Benz’s innovation leadership. The campaign is being championed by celebrity ambassador Michael Schumacher, the seven-time Formula 1 world champion who has been supporting the cause of greater safety on the roads for many years now.
“Mercedes-Benz Intelligent Drive heralds a new era of active driving safety and underscores once again our standing as a pioneer in the field of safety. This is highlighted by the campaign”, observes Dr Jens Thiemer, Head of Brand Communications, Mercedes-Benz Cars. “Michael Schumacher is the ideal partner here, as he has always been a champion of safety, both on the race track and on the road. Understanding as he does just how important it is to be able to anticipate situations in order to minimise dangers, he is a declared supporter of driver assistance systems.”
The campaign is to run on all relevant communication channels under the banner “Connected with all senses”, centring on print advertisements, a TV commercial, a web special and comprehensive retail marketing activities.
“I am delighted about this partnership with Mercedes-Benz and I’m looking forward immensely to helping shape the future of automotive safety together with the inventor of the automobile”, says Michael Schumacher, who apart from his role as ambassador for Mercedes-Benz Intelligent Drive will also be involved in the further development of the safety technologies. “This is a pioneering and exciting task of our partnership. One can’t emphasise the usefulness of assistance systems often enough. They help and relieve the driver and lead to safer motoring. During my Formula 1 years I frequently appreciated the benefits of being able to rely on all the available technologies on board.”
Print advertisements with Michael Schumacher
The campaign kicks off with print advertisements featuring the most successful Formula 1 driver of all time. Personable and authentic, Michael Schumacher is presented in conjunction with a clear and confident message which draws a comparison between the exceptional skills of a racing driver and the outstanding capabilities of Mercedes-Benz driver assistance systems. For example: “The best drivers leave nothing to chance. The best cars don’t either.” Or “The best car should be able to do whatever the best driver was able to do. Keep others at bay.”
The different motifs featuring Michael Schumacher are complemented by a second line of advertisements showcasing Mercedes-Benz’s pioneering role. Different motifs show Mercedes-Benz vehicles and present the importance of individual trailblazing driver assistance systems to road safety. The message for the Traffic Sign Assist is “Hopefully all cars will soon warn their drivers if they are driving on the wrong side of the road. Mercedes-Benz is leading the way.”
TV advert: Chickens move to the rhythm for Mercedes
The TV advert, which will go live online from 23 September 2013
( http://youtu.be/nLwML2PagbY ) and will go live on TV from the end of September features a dance performance by real chickens. The feathered specimens move to the beat of Diana Ross’s “Upside Down” – but only from the neck down. Their heads remain totally rigid. This bizarre dance is followed by the claim: “Stability at all times. Magic Body Control”. A quirky presentation of the world’s first suspension “with eyes”, which scans the road ahead for unevenness and adapts to the detected surface conditions automatically. It was premiered in the new S-Class.
Mercedes-Benz Intelligent Drive web special and retail marketing
The Mercedes-Benz Intelligent Drive web special starts mid October 2013. On www.mercedes-benz-intelligent-drive.com the Mercedes-Benz Intelligent Drive philosophy as well as the web special’s particular features are presented.
The retail marketing activities focus on measures which bring Mercedes-Benz Intelligent Drive to life for customers. Retailers will receive a comprehensive toolbox to assist them in putting together and implementing “Intelligent Drive Weeks”, for example, which will involve private and business customers being invited to undertake test drives with current Mercedes-Benz models. The envelope containing the invitation mailshot offers an initial interactive experience. A QR code enables customers to install the specially developed Mercedes-Benz Intelligent Drive app on their smartphone or tablet PC. The camera on the mobile device can be held over the map on the envelope to activate realistic demonstrations of various driver assistance systems.
Learning from the master – Michael Schumacher and the Mercedes-Benz Driving Events
Michael Schumacher and Mercedes-Benz Driving Events will be joining forces to develop training measures on the topic of Intelligent Drive. The aim is to bring the safety and driver assistance systems to life for Mercedes-Benz customers and to optimise driving skills. For more safety and driving enjoyment every day.
Mercedes-Benz’s creative agency Jung von Matt is responsible for designing and realising the communication concept.