For the Mercedes-Benz SL’s new edition, we were supposed to create an ad that presents the legendary luxury roadster on mobile devices. Instead of simply showing the new SL, we developed an iPad ad that takes the user on a trip to the past, thus celebrating the fascinating sixty-year-old SL history.

With an intuitively handled time machine the user can travel to all former SL models, at the same time discovering past decades’ headlines in an authentic look from back then – an unforgettable brand experience!

Let’s build a time machine!

An iPad ad, as deep as never before: In the apps of big newspapers, we placed an intuitive time machine that let the user flip through all the headlines from the past 60 years.

Thus they were able to plunge into former SL models’ epochs and to experience their historical meaning.

Fascination and brand loyalty

The history of the brand Mercedes-Benz was made come alive in a unique way and thus not only addressed the actual target group, but, in addition, extrapolated a new and younger target group that would appreciate driving a car brand with tradition and history.

Due to the ad’s depth, the users’ dwelling time was on average 1 minute and 18 seconds – 1950 % longer than on comparable iPad ads with an average dwelling time of 4 seconds. Also the Click-Through-Rate to the new SL’s landingpage was 317 % higher than on the campaign’s other online ads.