To launch the new Mercedes-Benz A-Class, the brand worked with ad agency AMV BBDO to create a live event that was also a world-first – interactive TV ads where viewers decided the outcome. The commercials were filmed in the cities of Lisbon and Porto in Portugal, giving each ad more of a “spy movie” feel.
During the ad breaks of the first live X Factor show on October 6, viewers were given the chance to “drive” the Mercedes-Benz commercials. Kano played a music star trying to organise a secret concert for fans, with the police working to have the event shut down. Alongside actress Wendy Glenn, he started to make an escape in the A-Class, nipping through the streets to avoid being found. The first TV spot had a simple choice at the end – #hide or #evade? By voting with the hashtags on Twitter in real time, people could get involved and sway the outcome of the next ad.
Twitter users voted in their thousands during the programme, and the winning ad was #evade. Viewers saw Kano and Glenn quickly switch the silver Mercedes-Benz A-Class with an identical new one, continuing their drive on into the night. The films also subtly showcased the best features of the A-Class, including the electric sunroof and the central console with a large colour screen.
The following evening, the first two ads were recapped and followed by the concluding part, again voted for through Twitter hashtags. After all of the TV spots aired, viewers were able to view all of the films on a custom YouTube channel and make their own adventure – and, to continue the interactive element of the campaign, Mercedes-Benz offered a prize draw to win a brand new A-Class for a whole year. Sharing the link on Twitter and Facebook increased the chances of winning.