| Titre | Mercedes-Benz A-Class Trailer |
| Agence | AMV BBDO |
| Campagne | #YOUDRIVE |
| Annonceur | Daimler AG |
| Marque | Mercedes-Benz |
| Date de première diffusion/publication | 2012 / 10 |
| Produit | A-Class |
| Secteur d'activité | Voitures |
| Philosophie | To launch the new Mercedes-Benz to a wider and younger target market, Mercedes-Benz and AMV have created #YOUDRIVE, an interactive TV campaign for the new A-Class that invites the audience to drive the story via Twitter, the first time such an event has been executed. The story takes the form of an exciting cat and mouse caper, during which a music superstar tries, with the help of a female professional driver, to get to a secret gig. Panicked by the hysterical fans and keen to stop the gig, the authorities try to stop them. Different scenarios shot on the streets of Portugal, allow the viewers to steer the narrative. After the event, 60” and 30” TV ads will encourage viewers to visit youdrive.com/YOUDRIVE (a custom-built YouTube channel) to view all available films and drive their own A-Class story. Hidden within the online experience are details of the secret gig, and those who find them may enter a prize draw for the chance to win a new A-Class for a year, with odds increasing substantially for those who ‘share’ their experience on Facebook and Twitter. |
| Type de média | Film Web |
| Plus d'info | Youtube.com/YOUDRIVE |
| Post-Production audio | 750mph |
| Maison de production | Stink Films |
| Directeur de clientèle | Benedict Pringle |
| Directeur de clientèle | Rob Tauscher |
| Directeur de clientèle | Ben King |
| Planneur | David Edwards |
| Directeur artistique | Steve Jones |
| Concepteur / rédacteur | Martin Loraine |
| Responsable de la publicité (annonceur) | Michelle Brogden |
| Responsable de la publicité (annonceur) | David George |
| Producteur, agence | Rebecca Scharf |
| Planneur Media | Nicola Jopling |
| Planneur Media | Chris Lewis-Jones |
| Agence Média | Maxus Global |
| Post production | The Mill London |
| Producteur, maison de production | Blake Powell |
| Producteur, maison de production | Paula Garr |
| Directeur de la photo | Anthony Dod Mantle |
| Réalisateur | Yann Demange |
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