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Nov 7, 2014
- Two Red Dot Communication Design Awards for Mercedes-Benz web specials on the new V-Class and the new Sprinter
- Web campaign for new V-Class and microsite about the new Sprinter collect silver twice at the Annual Multimedia Award
- Sprinter "Pioneer at Work" campaign wins bronze at the renowned EFFIE award presentation
Successful autumn for Mercedes-Benz Vans: while the new V-Class and the new Sprinter demonstrate their state-of-the-art technology on the roads every day, the ground-breaking digital communications campaigns surrounding the two vehicles from Mercedes-Benz Vans have won no less than five awards. The web specials on the new V-Class and the new Sprinter won a Red Dot Communication Design Award in renowned competitions for digital brand communications. The "Large as Life" web campaign for the new V-Class and the "Pioneer at Work" microsite about the new Sprinter picked up silver at the Annual Multimedia Award. The Sprinter "Pioneer at Work" campaign furthermore won a bronze award at the German EFFIE presentation.
"We wanted to accompany the ground-breaking technology of the V-Class and the new Sprinter with an innovative campaign. The fact that no less than three juries have attested us great ideas and good work by honouring us with their important industry awards makes us very proud", says Nicolai Berger, Head of Marketing Communications & Product Information Mercedes-Benz Vans.
The V-Class "Large as Life" web campaign, which was honoured by the Annual Multimedia Award with "silver", is aimed at families with a need for lots of space. The creative agencies of SYZYGY and Lukas Lindemann Rosinski cooperated in its implementation. The campaign tells family stories relating to the V-Class on a variety of channels. These stories then link to the web special that was honoured with the Red Dot Communication Design Award. The vehicle features are shown in action and can be explored by the user in detail at any time. Full-screen photo and video content stage the V-Class as a people carrier “Large as Life”. The high-end content treatment is effective on all interfaces from smartphone and tablets to PCs, and even on mobile devices offers a special experience for the entire family, complete with an integrated test drive.
The "True Pioneering Work" campaign accompanied the launch of the new Mercedes-Benz Sprinter and was likewise developed by the SYZYGY and Lukas Lindemann Rosinski agencies. The campaign was honoured with a bronze award at the presentation of the EFFIE. At its core is the "Pioneer at Work" microsite, which itself won the Red Dot Communication Design Award and garnered silver at the Annual Multimedia Award. In "Pioneer Stream", it offers a magazine with documentary content, extensive reporting and interactive branded entertainment that also communicates the product advantages and information for the different target groups of the Sprinter. The user is immersed in a cosmos of true pioneering work – filled with people who think ahead and take unconventional paths. In this way, the innovations and technological competence of the Sprinter as a pioneer in its segment can be experienced in entertaining form.
The Red Dot Design Award has offered agencies and companies a platform to pit themselves against the best in the industry for decades. In 2014, Red Dot recorded more than 7096 submissions from 49 countries in the area of communications design alone. This makes the Red Dot Design Award with its categories 'Product Design', 'Design Concept' and 'Communication Design' one of the largest design competitions in the world.
The Annual Multimedia Award has been in existence since 1996. The independent competition honours outstanding multimedia projects and has established itself as a quality seal in the advertising landscape.
Since 1981, the GWA EFFIE is presented annually by the German Association of Communications Agencies GWA e.V. in Germany, and is considered the national Oscar of the advertising and communications industry. The EFFIE honours the best marketing communications in eleven categories. It rates the marketing communications' effectiveness and efficiency.