Mercedes Benz CLS App

It is always a challenge to stand out from the competition when you enter the market with a new product.

That’s why more and more companies are going down the gamification route. It can be a particular challenge to find the right balance and to position brands correctly without trivialising them.

In this project, together with our partner, we set specific goals to promote the Mercedes-Benz brand in an honourable way and to address their target group in a suitable manner.

To achieve this goal, we used gamification without trivialising it. We decided to immerse the user within the story and gave them the possibility to influence the plot.

To make the process even more convenient and comfortable, we therefore developed an iPad application so that users can access it on the go.

However, the short story by author Joey Goebel is not the only highlight of the application. We included further information about the new CLS model, interactive elements and showrooms with additional videos.

By combining and incorporating different functions, we succeeded in entertaining different types of users. Thus, users were free to read the story, to influence it or to directly access information about the new Mercedes-Benz model.

This allowed us to promote the luxurious brand appropriately without making it too interactive and obvious, because choices were mainly made by users. Thus, this iPad ad was a successful way to promote a campaign for Mercedes-Benz.