STRATEGY: The Mercedes CL 63 AMG costs over R2 million, putting it out of the reach of most consumers. However, through an innovative print ad, we allowed everyone to experience the speed and power of the car – which not only helped advertise the car, but made the flagship brand less intimidating to potential buyers.THE IDEA: An interactive print ad in South Africa’s premier motoring publication, Car magazine, that put the reader in the driver’s seat and gave them the experience of actually driving the car.

The printed image shows the driver’s perspective of the new MERCEDES BENZ CL 63 AMG. Before him lies an open country-road.Where the rear-view mirror is, copy instructs the reader to type in a URL and to then place their smart-phone there.

The video then shows the rear-view perspective (mirror) of a car pulling up behind the MERCEDES. The MERCEDES roars to life and leaves the tailgater in its dust.A title comes up that encourages the reader/viewer to come in for a real test drive.Copy at the bottom of the print ad directs you to the nearest dealer.

Unfortunately, the campaign only launched in late April, so at the time of entering the awards, there were no quantifiable results.