New Mercedes-Benz GLA compact SUV market launch campaign gives life to “Always restless”. After the market launch on 15 March 2014, web special visitors in Germany can register for a special test drive campaign. The launch campaign will be accompanied with print advertisements appearing in high-circulation media from 24 February 2014, and two 30-second TV spots, “The last time”, and “Home”. Mercedes-Benz’s creative agency Jung von Matt is responsible for designing and realising the campaign.
As part of the digital campaign, the new GLA is showcased as the hero of a road trip through the desert. Through the web special, users can help Ryan realize how and why he ended up in the desert through an innovative format of “mosaic story-telling”via moving images, static images, animated effects, animated image sequences and user interactions. The mystery of goons, a modern day villain, a pretty young female actor, and 2 day long test drive slowly unfold.
“The new GLA totally enriches the compact SUV segment. A vehicle in which to take on all the hurdles of everyday life. The GLA is a car for those who aim to conquer the world, rather than merely discovering it. We are showcasing this in our market launch campaign. We present the car in its element: in the city and in the desert on gravel in the blazing midday sun. We are convinced that the GLA will display a similarly high level of capture quote as our other compact vehicles,” says Dr Jens Thiemer, Head of Marketing Communications, Mercedes-Benz Cars.
“The forgotten road trip” digital campaign portrays the new GLA as the hero of a road trip through the desert. An interactive web special in mosaic story-telling format lets users unravel the mystery of the main character’s lost memories by piecing together clues to finally determine how and why Ryan has ended up in the desert. For the end user it’s a story told through moving images, static images, animated effects, animated image sequences and user interactions.