Due to the fact that our campaign was about to be aired in several european

countries like france, germany, the UK, poland, turkey, etc. there were different

restrictions by governments and other regulating bodies. Therefore, we had to walk

a very thin line especially when it came to action scenes. In addition to that, the role

of a brand in entertaining content also has different restriction across europe. That’s

why we decided to be very offensive by saying 'Mercedes-Benz presents' and using

the name of the product directely in the name of the web series 'MacGyver and the

new Citan'.

To earn the respect of our target group we had to initiate a credible revival of the 90’s hit series. We produced three new short-episodes starring original MacGyver actor Richard Dean Anderson. But that was only half of the job: We had to create a modern-day MacGyver story including the Citan – while staying true to the original series. Our idea: two decades after his career as a secret agent Mac now uses his skills to run his own handyman business 'Mac’s Pro Repair'. Around the web-series we set up a campaign with several dialogue opportunities for our target group.

'MacGyver and the new Citan' became an integrated brand experience that hit the

international headlines. It worked its way from regional news pages and movie

communities through leading car-blogs into wide-coverage portals in Germany, the

UK, the US, Australia, Asia, France, Poland and other countries. Furthermore, the

campaign was mentioned in the Wikipedia article of MacGyver and in the

international movie database, IMDb. By now the campaign generated more than 6

million page impressions with 97% positive user feedback (YouTube), over 800.000

Google hits and helped the Citan to get a comparable prominence in the market from

day one.