Mercedes-Benz: CLA AR

Overview

Mercedes-Benz were in a difficult spot: the Canadian Auto Show – an event of utmost importance in automotive – was right around the corner, and thousands of adoring fans would be in attendance eager to hear more about the upcoming 2014 CLA. The problem was the CLA wasn’t ready.

The objectives were clear:

  1. Without the CLA at the show, bring the car to life as realistically as possible.
  2. Showcase the CLA’s new technological innovations and colour configurations.
  3. Capture potential customer data for use in subsequent personalised marketing activity.

Mercedes-Benz came to us to help them bring the CLA to life with the power of Augmented Reality. With the car specification complete and the 3D data available, Apache and our partner, Ignition Digital, worked with Mercedes-Benz to recreate the CLA in stunning high-resolution detail exclusively for tablets and smartphones.

Results

  • The application was a huge success, drawing large crowds despite the CLA not physically in attendance.
  • The application has collected highly targeted data on thousands of prospective buyers all over the world and has had a marked effect in driving awareness and sales.
  • The application was adapted and featured prominently at several later trade shows including CES, and was developed for public release on iOS and Android.
  • The Android application has yet to receive a review on Google Play less favourable than 5 stars.