Innovative Teaser campaign and Webspecial for the SLR McLaren which represents the technological leadership of Mercedes-Benz. TASKS: Conception & realisation of an Internet appearance for the Mercedes-Benz SLR McLaren under the following conditions: innovative realisation, division into teaser and product phase, dramaturgy (dramatic arc), high emotional claim, integrated communicaton, international applicability and adaptability.

CONCEPT: (1) Teaser Campaign: consisting of three episode films (SLR trilogy), where each episode focuses on one specific topic.

(2) Product special for the Mercedes-Benz SLR McLaren: SLR Pure! Pure technology. Pure racing. Pure design. Simply a pure automobile. The users early get in touch with the emotional web appearance, and get acquainted with the exiting product.