Goals and objectives
Mercedes-Benz partnered with Ads & Data Brand Studio to develop an innovative print advertising campaign that redefined traditional media formats.
The objective was to create a unique, immersive experience that aligned with the brand’s premium positioning and adventurous spirit.
By incorporating a transparent tracing paper insert between standard magazine pages, the campaign delivered a visually striking effect simulating extreme weather conditions—such as frost and desert heat—highlighting the vehicle’s durability and performance. Complementing this creative execution, a premium native article in the same edition offered deeper insights into the brand’s values and engineering excellence. Featured in De Standaard Magazine, a high-end glossy publication, the campaign aimed to boost brand recall, reinforce Mercedes-Benz’s core message—“What makes a Mercedes-Benz a Mercedes-Benz”—and generate meaningful engagement with an upscale audience.
Surprising Insights
- Print Can Be Interactive: The transparent overlay transformed a conventional print ad into an engaging, immersive experience, challenging the perception of print as a passive medium.
- Luxury Brands Thrive in Premium Print Environments: The campaign confirmed that high-end brands benefit from being showcased in quality publications, where shared values enhance brand credibility.
- Tactile Engagement Enhances Recall: The physical interaction with the frost or sand effect created a multi-sensory experience, making the message more memorable and reinforcing brand resilience.
- Native Content Amplifies Advertising Impact: The connection between the interactive ad and the native article extended engagement time and boosted message retention, proving the value of hybrid storytelling approaches.
- Creative Print Remains a Game-Changer: Despite the dominance of digital media, this campaign illustrated that innovative print executions can break through the noise and captivate premium audiences in a unique and effective way.