The main device was the competition website which was carefully designed to be an engaging environment that matched the audience's lifestyle aspirations with Mercedes-Benz brand values.General questions were about sport, cinema, music and local culture. Mercedes-Benz questions were about history, heritage, motoring passion, and its advertising. Monitoring of chat rooms showed that these questions started a huge discussion about Mercedes-Benz and Mercedes-Benz advertising as people looked for the answers – the exact reaction that we wanted.

Over 10,000 people subscribed to the website, with 7,336 competing in the contest. 72% of subscribers matched our target A1 profile.For the first time Mercedes-Benz's top of mind awareness and consideration is now higher than BMW's. Sales exceeded expectations in both 2004 and 2005 to date. Mercedes-Benz is also planning to use the format internationally in 2005.