#YOUDRIVE

Steering 6.2% market share by leveraging dual-screening behaviour

When Mercedes-Benz launched the new A-Class, they wanted to appeal to a younger, modern audience. So Maxus UK devised a world first TV event, which positioned Mercedes-Benz as a forward thinking brand and put our target audience in the driving seat.

Maxus UK understood that our new, younger audience hate being passengers, they'€™re used to driving content and conversations, particularly online and they'€™re used to seeing instant payback. So for real impact, we wanted to give them power over something they'€™ve never had power over before: a TV commercial.

#YOUDRIVE

Steering 6.2% market share by leveraging dual-screening behaviour

When Mercedes-Benz launched the new A-Class, they wanted to appeal to a younger, modern audience. So Maxus UK devised a world first TV event, which positioned Mercedes-Benz as a forward thinking brand and put our target audience in the driving seat.

Maxus UK understood that our new, younger audience hate being passengers, they'€™re used to driving content and conversations, particularly online and they'€™re used to seeing instant payback. So for real impact, we wanted to give them power over something they'€™ve never had power over before: a TV commercial.

The commercials featured British rapper Kane O and a professional driver who are chased by the authorities on their way to a secret gig.

Across a series of three commercials aired during The X Factor, the audience could choose what happened next, in real time, by voting via Twitter using hashtags. While they were steering the story, they could follow live voting on the #YOUDRIVE website.

The commercials featured British rapper Kane O and a professional driver who are chased by the authorities on their way to a secret gig.

Across a series of three commercials aired during The X Factor, the audience could choose what happened next, in real time, by voting via Twitter using hashtags. While they were steering the story, they could follow live voting on the #YOUDRIVE website.