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2015 One Show - Social Media

Build a GLA on Instagram

Agency Razorfish / New York

Client Mercedes-Benz USA
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URL

Click to launch

Annual ID

150985A

About the Work

In the automotive industry, the most important online sales tool is the “build-your-own car” functionality, which typically lives on brand’s websites. But the target for the all-new GLA lived on the social web – so we decided to bring the utility to them. Taking advantage of the recently added "tagging" functionality on Instagram, we allowed consumers to pick colors, wheels, roof and grill of their new GLA, then gave them a quote to take to a nearby dealer. How? By hacking the platform and creating hundreds of linked accounts, along with thousands of images representing all customizable options. Fast Company observed: “Mercedes-Benz isn’t waiting for people to come to its site” – and the approach paid off. There were thousands of GLA builds, and 20,000 new followers to the @MBUSA account, all with no media dollars spent. Bloomberg News debated on-air if this signaled a new future for automotive sales.