本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
琥珀立方体
案例简介：概要 形势 2018年1月，新一代的 G 级被推出。目标群体的恐惧: 新的 G 级会仍然是 G 级，还是会失去其标志性的设计？简介梅赛德斯-奔驰的 G 级自 1979年第一款车型以来几乎没有变化。2018年1月，在底特律车展上推出了新的 G 级汽车，我们的客户要求我们庆祝这辆越野车独特的基因。目标这项运动应该庆祝越野者的 DNA，并让 G 级成为底特律车展的热门话题。此外，梅赛德斯的目标是在 2018年将 G 级车型的销量增加 45%。项目规模和数量该活动在底特律的北美国际汽车展上开始。琥珀立方体在交易会的主入口前迎接游客。圣彼得堡、柏林和迪拜等其他地方也将紧随其后。 结果 品牌增值活动使 G 级成为社交媒体上的一个主要话题，在活动的前四周有 50.000 多条评论和 500.000 多次互动。对消费者的价值这场运动提供了不可否认的证据，证明 G 级的强大 DNA 依然存在。它在目标群体中引起了明显的兴奋。到达/文化影响琥珀立方体的照片在全球传播，达到了大约 2.58亿个媒体印象，相当于 1050万多 € 的媒体印象。销售活动开始后仅仅六周，2018年的整个 G 级生产就售罄了。简报的成就要求在底特律车展上引起广泛关注。目标已经实现。此外，梅赛德斯的目标是在 2018年将 G 级车型的销量增加 45%。竞选开始仅仅六周后，这个目标也实现了。 执行 设计元素及其集成琥珀立方体-45 吨树脂和一个 1979年的原始 G 级。设计触摸点该装置被放置在底特律车展的主入口外面，每个游客都必须经过那里。材料、风格元素、设计选择彩色环氧树脂的立方体形式唤起了 G 级的特征形状; 1979年的一个原始 G 级。设计开发和处理四个月内的铸件、颜色、材料浓度的几个测试; 90 天不间断生产; 研磨过程; 抛光。选择活动元素琥珀立方体作为一个不朽的里程碑。接近一个来自装在树脂中的 1979年的原始 G 级。一种不朽的雕塑，其光和物质性的发挥吸引了所有人的注意力。立方体成为交易会上拍摄最多的图像。刻度高度: 3.10 米; 宽度: 2.55 米; 长度: 5.50 米; 体积: 43.48立方米; 重量: 52 t; 耐用: 永恒 活动描述 品牌相关性梅赛德斯-奔驰的 G 级自 1979年第一款车型以来几乎没有变化。其独特的轮廓和独特的细节使其成为设计图标。为了庆祝这一点，一个为越野者的强大基因而建造的宏伟装置 -- 以自然为例。1979年的一个原始 G 级被包裹在树脂中。琥珀立方体: 90 天的生产，45 吨树脂 -- 一次尝试。目标受众 (消费者人口/个人/组织) 我们的目标群体由四个不同的群体组成: 越野者，他们看重 G 级无与伦比的越野能力; 唯美主义者，他们喜欢把 G-Class 作为设计的象征; 外向主义者，他们把汽车作为非凡奢华的身份象征; 主流,因为对于梅赛德斯来说，G 级总是作为品牌塑造者。
琥珀立方体
案例简介：Synopsis Situation In January 2018, a new generation of the G-Class was launched. The target group's fear: Will the new G-Class still be the G-Class or will it lose its iconic design? Brief The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979. For the launch of the new G-Class in January 2018 at the Detroit Auto Show, our client asked us to celebrate the off-roader's unique DNA. Objectives The campaign should celebrate the off-roader's DNA and make the G-Class the talk of the Detroit Auto Show. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018. Project scale and volume The campaign started in Detroit at the North American International Auto Show. The Amber Cube welcomed the visitors in front of the trade fair's main entrance. Other locations such as St. Petersburg, Berlin and Dubai will follow. Outcome Value added to brand The campaign made the G-Class a major topic on social media with more than 50.000 comments and more than 500.000 interactions in the first four weeks of the campaign. Value for consumer The campaign delivered the undeniable proof that the strong DNA of the G-Class lives on. It raised noticeable euphoria within the target group. Reach/cultural impact The pictures of the Amber Cube spread around the globe, reaching about 258 million media impressions and a media equivalent of more than 10.5 million €. Sales Only six weeks after campaign start the entire G-Class production of 2018 was sold out. Achievement against brief The brief asked for massive attention at the Detroit Auto Show. The goal was achieved. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018. Only six weeks after campaign start, this goal was achieved, too. Execution Design elements and their integration The Amber Cube - 45 tons of resin and one original G-Class from 1979. Design touch points The installation was placed outside the main entrance of the Detroit Auto Show, where every visitor had to pass it. Materials, style elements, design choices Coloured epoxy resin in cubic form evoking the characteristic shape of the G-Class; one original G-Class from 1979. Design development and process Several tests of casting, colour, concentration of material over four months; 90 days of nonstop production; grinding process; polishing. Choice of campaign elements The Amber Cube as a monumental landmark. Approach One original G-Class from 1979 encased in resin. A monumental sculpture whose play of light and materiality attracts all the attention. The Cube became the trade fair's most photographed image. Scale Height: 3.10 m; width: 2.55 m; length: 5.50 m; volume: 43.48 m3; weight: 52 t; durablity: for eternity CampaignDescription Brand relevance The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979. Its unique silhouette and distinctive details make it a design icon. To celebrate just that, an imposing installation for the off-roader's strong genes is raised - following the example of nature. One original G-Class from 1979 was encased in resin. The Amber Cube: 90 days of production, 45 tons of resin - and just one try. Target audience (consumer demographic/individuals/organisations) Our target group consists of four different groups: The off-roaders, who value the G-Class for its unsurpassed off-road capability; the aesthetes, who love the G-Class as a design icon; the extroverts, who take the car as a status symbol of an extraordinary luxury; and the mainstream, because for Mercedes, the G-Class always serves as a brand shaper.
The Amber Cube
案例简介：概要 形势 2018年1月，新一代的 G 级被推出。目标群体的恐惧: 新的 G 级会仍然是 G 级，还是会失去其标志性的设计？简介梅赛德斯-奔驰的 G 级自 1979年第一款车型以来几乎没有变化。2018年1月，在底特律车展上推出了新的 G 级汽车，我们的客户要求我们庆祝这辆越野车独特的基因。目标这项运动应该庆祝越野者的 DNA，并让 G 级成为底特律车展的热门话题。此外，梅赛德斯的目标是在 2018年将 G 级车型的销量增加 45%。项目规模和数量该活动在底特律的北美国际汽车展上开始。琥珀立方体在交易会的主入口前迎接游客。圣彼得堡、柏林和迪拜等其他地方也将紧随其后。 结果 品牌增值活动使 G 级成为社交媒体上的一个主要话题，在活动的前四周有 50.000 多条评论和 500.000 多次互动。对消费者的价值这场运动提供了不可否认的证据，证明 G 级的强大 DNA 依然存在。它在目标群体中引起了明显的兴奋。到达/文化影响琥珀立方体的照片在全球传播，达到了大约 2.58亿个媒体印象，相当于 1050万多 € 的媒体印象。销售活动开始后仅仅六周，2018年的整个 G 级生产就售罄了。简报的成就要求在底特律车展上引起广泛关注。目标已经实现。此外，梅赛德斯的目标是在 2018年将 G 级车型的销量增加 45%。竞选开始仅仅六周后，这个目标也实现了。 执行 设计元素及其集成琥珀立方体-45 吨树脂和一个 1979年的原始 G 级。设计触摸点该装置被放置在底特律车展的主入口外面，每个游客都必须经过那里。材料、风格元素、设计选择彩色环氧树脂的立方体形式唤起了 G 级的特征形状; 1979年的一个原始 G 级。设计开发和处理四个月内的铸件、颜色、材料浓度的几个测试; 90 天不间断生产; 研磨过程; 抛光。选择活动元素琥珀立方体作为一个不朽的里程碑。接近一个来自装在树脂中的 1979年的原始 G 级。一种不朽的雕塑，其光和物质性的发挥吸引了所有人的注意力。立方体成为交易会上拍摄最多的图像。刻度高度: 3.10 米; 宽度: 2.55 米; 长度: 5.50 米; 体积: 43.48立方米; 重量: 52 t; 耐用: 永恒 活动描述 品牌相关性梅赛德斯-奔驰的 G 级自 1979年第一款车型以来几乎没有变化。其独特的轮廓和独特的细节使其成为设计图标。为了庆祝这一点，一个为越野者的强大基因而建造的宏伟装置 -- 以自然为例。1979年的一个原始 G 级被包裹在树脂中。琥珀立方体: 90 天的生产，45 吨树脂 -- 一次尝试。目标受众 (消费者人口/个人/组织) 我们的目标群体由四个不同的群体组成: 越野者，他们看重 G 级无与伦比的越野能力; 唯美主义者，他们喜欢把 G-Class 作为设计的象征; 外向主义者，他们把汽车作为非凡奢华的身份象征; 主流,因为对于梅赛德斯来说，G 级总是作为品牌塑造者。
The Amber Cube
案例简介：Synopsis Situation In January 2018, a new generation of the G-Class was launched. The target group's fear: Will the new G-Class still be the G-Class or will it lose its iconic design? Brief The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979. For the launch of the new G-Class in January 2018 at the Detroit Auto Show, our client asked us to celebrate the off-roader's unique DNA. Objectives The campaign should celebrate the off-roader's DNA and make the G-Class the talk of the Detroit Auto Show. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018. Project scale and volume The campaign started in Detroit at the North American International Auto Show. The Amber Cube welcomed the visitors in front of the trade fair's main entrance. Other locations such as St. Petersburg, Berlin and Dubai will follow. Outcome Value added to brand The campaign made the G-Class a major topic on social media with more than 50.000 comments and more than 500.000 interactions in the first four weeks of the campaign. Value for consumer The campaign delivered the undeniable proof that the strong DNA of the G-Class lives on. It raised noticeable euphoria within the target group. Reach/cultural impact The pictures of the Amber Cube spread around the globe, reaching about 258 million media impressions and a media equivalent of more than 10.5 million €. Sales Only six weeks after campaign start the entire G-Class production of 2018 was sold out. Achievement against brief The brief asked for massive attention at the Detroit Auto Show. The goal was achieved. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018. Only six weeks after campaign start, this goal was achieved, too. Execution Design elements and their integration The Amber Cube - 45 tons of resin and one original G-Class from 1979. Design touch points The installation was placed outside the main entrance of the Detroit Auto Show, where every visitor had to pass it. Materials, style elements, design choices Coloured epoxy resin in cubic form evoking the characteristic shape of the G-Class; one original G-Class from 1979. Design development and process Several tests of casting, colour, concentration of material over four months; 90 days of nonstop production; grinding process; polishing. Choice of campaign elements The Amber Cube as a monumental landmark. Approach One original G-Class from 1979 encased in resin. A monumental sculpture whose play of light and materiality attracts all the attention. The Cube became the trade fair's most photographed image. Scale Height: 3.10 m; width: 2.55 m; length: 5.50 m; volume: 43.48 m3; weight: 52 t; durablity: for eternity CampaignDescription Brand relevance The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979. Its unique silhouette and distinctive details make it a design icon. To celebrate just that, an imposing installation for the off-roader's strong genes is raised - following the example of nature. One original G-Class from 1979 was encased in resin. The Amber Cube: 90 days of production, 45 tons of resin - and just one try. Target audience (consumer demographic/individuals/organisations) Our target group consists of four different groups: The off-roaders, who value the G-Class for its unsurpassed off-road capability; the aesthetes, who love the G-Class as a design icon; the extroverts, who take the car as a status symbol of an extraordinary luxury; and the mainstream, because for Mercedes, the G-Class always serves as a brand shaper.
琥珀立方体
暂无简介
The Amber Cube
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
