Adverblog: Mercedes safety video experience

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January 02, 2008

Mercedes safety video experience

I love the site developed by Proximity BBDO Paris to present the safety features of Mercedes' cars. Video plays a key role in the experience. First, visitors are presented with a futuristic and inspiring video that showcases the Mercedes S capability to avoid obstacles and anticipate potential dangers.

Then the content gets more instructive and practical. A video documentary with a voice over shows and explains at the same time the concept of "securite integrale" of the Mercedes S Class.

I realize I might be saying something very obvious, but what I really like about this site is the fact that it is very much in line with the target audience of the car. I mean, those who like and might want to buy an S Class are at least 40 years old, and they are not interested in watching fancy animations nor entertaining experiences. They are very practical and pragmatic, they want to see the features in action. Also, given their age, they might have children or even grandchildren, so safety is what they really care about, and the site definitely is able to answer their questions and show in practice the features that will make the difference in their buying decision.