The Mercedes-Benz A-Class received a facelift. But Mercedes-Benz did not exactly reinvent the model in 2015. So how could we convince young people test driving it anyway? By reinventing the test drive.
Instead of selecting their preferred model, each person provides details of their hobbies and interests. Nobody knows where the journey will lead. Only the satnav knows the destination. It took the driver to an exclusive event that suited him perfectly – just like the selected A-Class model.
Done at WIRZ BBDO, Zurich
Copywriter: Wolfgang Bark