What would you say if you could drive around in a car and listen to an audio book that reacts to the direction you’re taking and the sights you’re passing? This is the exact scenario Avantgarde has created for Mercedes-Benz Germany and their new car model GLA. The “Hörbuch Abenteuer” (Audio Book Adventure) takes test drivers on an interactive journey through their city, including real-life encounters and a crime case to solve.
During four main events in Hamburg, Berlin, Düsseldorf, and Munich test drivers meet the characters of the story and become part of the action. Famous German actor Christoph Maria Herbst voiced the book’s three characters and contributed to its quirky humour. Audio book and GLA infotainment system COMAND Online can be easily adapted to individual cities – and will be used by more than 60 dealerships around the country. The campaign includes radio spots, web specials, and print ads, retail marketing, and a German campaign website www.gla-hörbuchabenteuer.de, where consumers can sign up for one of the main events or a test drive at any of the participating Mercedes-Benz dealerships. Avantgarde shows how experiential marketing works across different channels and creates an emotional brand experience.
Avantgarde developed the perfect customer journey all the way from first contact to the Mercedes-Benz dealership. True experiential marketing integrates consumers in marketing efforts. This is exactly what we’ve done with the GLA campaign.
– Guido Emmerich, Managing Director Avantgarde
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