We had to introduce the proposition of the exhilaration and wonder of the drive in a C-Class Cabriolet. This is an experience that can’t easily be described and has to be felt to fully understand. We decided to create a Virtual Drive.

To create this immersive virtual reality experience, we went to the experts in wonder, children, to get some inspiration. Unlike adults, who’ve lost their sense of wonder, children are able to fully experience the sensory pleasure a ride in a cabriolet gives. We took them for a drive and asked them to describe it to us, and then used what they told us to create a fantasy drive in Virtual Reality, where adult senses are delighted and re-awakened.

We took some kids for scenic drives in the Mercedes-Benz C-Class Cabriolet. This is where we gathered their imaginative descriptions of what the experience felt like to them.

We then created a script from how the children described the drive, and how it feels to them, to create a fantastical VR experience. The visuals in the VR were a luxurious, crafted interpretation of the children’s words. For example, if you look closely you’ll notice that each origami animal is made from various textured paper.

The car is a computer-generated model but it’s wrapped in photo textures of the real car. The leather stitched seats, chrome trim, each button and LDC display are actual photos of the real car.

This VR experience allowed adults to see the and feel the C-Class Cabriolet drive through children’s uncompromised eyes.

We were the first brand in South Africa to bring Virtual Reality to our marketing to life in a meaningful and credible way for our consumers. In fact, after just 1 month’s activity, our VR work for the C-Class Roadsters & Cabriolets campaign was the best performing campaign on You Tube, reaching over a million people. The campaign stayed at #1 in its category for the duration of the campaign.

#1 Auto Ad in South Africa on YouTube in 2016*

38.1% lift in Ad Recall*

4.7% lift in Brand Awareness*

(*best in class, based on studies from Automative verticals in ALL)

14.4 lift in Brand Interest

(benchmarks not available)