Mercedes-Benz has a huge focus on Innovation: constantly investing in research and adopting cutting-edge tech solutions to meet the needs of its target and increase security. Mercedes-Benz 4MATIC tech fits within this picture: the most advanced 4 Wheel Drive system on the market, able to adapt automatically in every condition, on the road or through any weather, always granting the best performances.

The brief asked to position Mercedes-Benz 4WD system as the topnotch technology, built around customer needs, able to react to different situations in unique ways. In order to communicate this level of innovation we put the users at the center of the experience, engaging them in their own context, in an exclusive and personal way.

With Google partnership, we developed the first story able to adapt to reader’s context, just like 4MATIC tech, which adapts to roads and weather changes. Using Google APIs and mobile devices features we created the first example of adaptive storytelling, generating a new story each time a new starting position is registered. A tale that changes according to infinite variants, which include weather, city traffic, time of the day, but also the user last activity on his web browser: websites or YouTube videos from which he landed on our story. A travel story written by one of the most known Italian writer: Gianrico Carofiglio, transformed into an adaptive story and made

unique by the users, reading after reading, just like the writer himself once said: stories are not owned by the one who writes, but by the readers themselves. The activity allowed the brand to engage the target talking to each single user, with a product thought around each one of them. Read the 4MATIC book: www.theshapeofclouds.eu