- Cape Town scenery choice for Merc VR
- Coupes and Cabrios ads lead world
- ‘Capturing hearts and minds’
PRETORIA, Gauteng – Mercedes-Benz South Africa has embarked on a series of progressive digital virtual reality video projects – and the results are amazing.
Selvin Govender, MB-SA’s marketing director, told The Corner in a media release: “Our customer base is extremely broad – trendsetters who want the best at all times… to be ahead of the mainstream in everything they do, own and buy.
“With this in mind we had to find an innovative concept to capture their hearts and minds while considering alternative marketing campaigns.”
Govender needed to punt the latest range of Mercedes roadsters and cabriolets. He explained: “We are using virtual reality to expand on our global TV commercial to launch the cars with the C-Class Cabriolet as the ‘hero’ vehicle.
‘NO ACTUAL ROADS’
“It will let viewers feel they are part of our cabriolet TV commercial and uses fantasy creatures, This type of VR campaign has not been produced by any other automotive company and has the potential to build love for the Mercedes-Benz brand by appealing to the emotions and child-like wonder within us.”
The environment for the roadsters and cabriolets VR experience is 100% VR – no video of actual roads or real life. The concept is fantasy though resembling a real world.
As a teaser, a short video was filmed in Cape Town with three children and a dog in the back of a C-Class Cabriolet. The children were asked how it made them feel to drive in the C-Class Cabriolet.
Their response, Govender said, was amazing and their imaginative thoughts and words were used to physically portray what they saw and express how they felt.
“We’ve rolled out a VR campaign around our new C-Class Coupé, C63 S Coupe and our new E-Class.”
MB-SA believes it has set an innovation benchmark which has amazing quality and cost-effectiveness that’s been recognised internationally and the VR will be used by other Daimler markets.
Users will be able to view the content as a 360˚ video on their personal computer, cellphone or tablet.
The world of Virtual Reality is fast becoming the best next form of entertainment and Mercedes-Benz SA believes it is at the cutting-edge of the technology.