F-CELL is the first hydrogen-fuel-cell-technology that is ready for worldwide serial production. The campaign promoting the F-CELL technology had to be just as innovative as the technology itself.With 0.0 emissions the F-CELL is invisible to the environment. This thought was executed with a spectacular event.We sent our invisible B-Class F-CELL on a 1-week road show through Germany. What people only knew from movies, they could now experience first hand. The car turned invisible right in front of their eyes.We documented the event. The documentary was posted online and went viral. In this way our invisible car became topic #1 – not only in Germany but also abroad.

The YouTube video was watched more than 10 million times. It received 60,000 likes, 14,000 comments and 21,000 users selected the video as their favourite. Ourdocumentary was ranked as #1 in the ‘Viral-Video-Charts’, beating superstars such as ‘Akon’ and ‘Pitbull’. During the campaign the search terms ‘F-CELL’ and ‘Invisible Mercedes’ enjoyed a disproportionate increase. Our story was covered by many international newspapers, on TV and radio. But not only the media spread our message. Our target audience turned into brand ambassadors, too. Overall, the campaign resulted in over 450m media impressions around the globe.

The main channel of our campaign was the promotional use of our invisible car on the street – the place, where not only the invisible drive took place but where the F-CELL technology is in it's everyday use. During a one-week lasting roadshow all over Germany, our target group could experience our message and technology on their own. Directly after the roadshow, we spread the documentation of the invisible drive online and several blogs, websites, magazines, TV and radio-stations made it a major topic.