Mercedes-Benz takes a no-nonsense approach to their new international site. One one half of the entry page is a doorway to product information. The other half is branded entertainment - The Mercedes-Benz Brand World.
As Lothar Korn, head of global advertising for passenger cars, writes in a statement, "[Brand World] allows people to experience more intensely the fascination of Mercedes-Benz". And there is a lot of branded content to see here. A virtual tour of the M-B Museum in Stuttgart, podcasts, "mixed tape" music downloads, a really clever audio-visual tour of their convertible line that plays with the equalizer metaphor.
It's a bold move to separate all these goodies so completely from the vehicle product pages. Wouldn't it make more sense to integrate the "fun" content into the selling process? German agency Scholz & Volkmer designed the site.
Misha Cornes
Strategists & Planners
Comments (1)
Apparently in this brand world, reversing your gender is part of the fun - when you sign up for the email list, if you identify as Mr, your confirm is addressed to Mrs and vice versa. At first I thought it was just my non-Deutsch surname...but it's just a technology glitch.
Posted on July 7, 2006 12:37