Mercedes-Benz
QR-Prototypes

Creating hysteria for a car launch that didn’t spend a single cent on media.

Cannes Lions
Art Directors Club
AdWeek
AdAge
Ads of the World
Design Made in Germany





Insight
They pique the curiosity of car fans all over the world: the secret prototypes of car manufacturers. Their images quickly spread across media – without the use of any media budget.

Idea
This media-power is used to introduce the new A-Class with QR-Code-Prototypes. Their disguise hides a secret message that awakens the hunting instinct of all car fans. The goal is to capture four trophies and win an exclusive trip to the world premiere of the new A-Class.

Impact
The QR-Prototypes are everywhere. On the streets, in the press and on the web. And the ideas break through right away. All this contributes to a hype for a car that is not yet officially launched yet already scores at the Cannes Lions Festival.
Agency
Jung von Matt
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︎︎︎ Photography