Everyone interested in cars imagines themselves driving it through incredible landscapes. As the concept invited you to let yourself go and enjoy freedom, we decided to focus on the digital tool that traditionally offered car lovers’ joy and freedom when they come to the internet for information on a particular model: an usual -but totally different- car configurator. Welcome to the full «GLA Freedom Experience».

While integrating the highlights of the new Mercedes GLA, we made the connection between the tool and the experience become complete by including the possibility of enjoying the car in some of the environments that most inspire people to relax, have fun, escape and feel free, as well as playing with the different colors, packages, ambients, music and 3D backgrounds.

During navigation, users could take pictures of the car and post them on social platforms, as well as sending us their final choice. By means of an associated promotion, we notified them when their chosen model, with identical colour and features, was available to test-drive at the closest dealership.  Furthermore, they were given total freedom of mileage, full insurance coverage and paid fuel for a full weekend to make the product promise become a reality: with the new GLA, freedom is guaranteed. Be careful, because it’s contagious.

Making the experience much more aspirational and dynamic than the traditional product website means a significant increase in the average time the user spends on the website playing with the product. Through retargeting in display, we would impact non-converted leads with evocative messages linked to real time conditions such as time and/or weather conditions, to round out an above-average registration rate and test drive conversion.