In everyone opinion, Mercedes-Benz is a leader in technology. The supremacy in F1 (where technology is fundamental) confirms its leadership. Successes in every Motorsport category, its history made of prestigious cars and high performances, are not enough to modify the perception into big public: for everyone MB is rigorous and rational; for this reason the target interacts with the brand using more the head than the heart. Mercedes-Benz wanted its passionate side to break through and improve interaction with the target, increasing the fan base.

We created the #GOMB hashtag that reunited all the MB supporters on Mercedes-Benz Italia Twitter profile. We created the first pilot emojis in the world: Hamilton and Rosberg used them to engage supporters with sympathy and the supporters enjoyed using them in their tweets. For the first time, emojis got into real life becoming real masks, spread in the circuit and printable at home: supporters and mechanicals made selfies and share them. For 4 days we tweeted special contents to exclusively bring to life the GP: private events, pilots interviews, live broadcast from the circuit and a live session that followed the race minute after minute. Brand Ambassador and celebrities engaged their fan asking them to sustain #GOMB. Supporters had the chance to live the GP together with MB in a new way: with sympathy and passion.