In an every changing- and developing world, keeping ahead of the competition becomes increasingly difficult as companies battle to keep the focus of their customers.

This is especially true for the younger generation, as there so much stimuli! So just how does one capture the focus and imagination of this generation?

Two words: Virtual Reality.


Mercedes-Benz has taken this idea and gone rouge, taking the VR experience and applying it to the automotive world.

“Our customer base is extremely broad and consist of trendsetters who seek the best at all times and want to be ahead of the mainstream in everything they do, own and purchase. With this in mind we had to find an innovative concept that would best capture the minds and hearts of our customers and fans, whilst taking into consideration alternative marketing campaigns in a highly competitive market,” says Selvin Govender, Marketing Director, Mercedes-Benz Cars.

“We have come up with a creative idea using Virtual Reality that expands on our global television commercial and the popular “#LookUp” Campaign to launch the Mercedes-Benz Roadsters and Cabriolets range, with the C-Class Cabriolet as the hero vehicle. This idea is truly experiential and allows all viewers to ‘feel’ as if they are the protagonist of our C-Class Cabriolet television commercial, thereby taking the virtual experience to the next level using fantasy creatures similar to those in the commercial.


This type of Virtual Reality campaign has not been produced by any other automotive company, and has the potential to build love for the Mercedes-Benz brand by appealing to the emotions and child-like wonder within us to our wide fan base, both young and old.”

Mercedes-Benz SA has set the benchmark for this, very experimental, form of advertising. The Daimler Global Market has seen the potential and has since invested a significant amount into the creation of local content.

South Africa is the 1st country to try out this VR experience, but Daimler World will soon take this idea internationally.

Users are able to view the content as a 360˚ video on their personal computer, cellular phone or tablet, or they can familiarise themselves with the full Virtual Reality experience on devices such as the Samsung Gear VR or even the Google cardboard, using their own mobile devices.


All of the content you’re about to see was produced 100% locally!

The 1st video is a short film about how 3 children experienced the C-Class Cabriolet. This video is meant to bring their experience to life in the virtual world.

The 2nd video is the VR experience of the new C-Coupé.

The last video is another VR experience, this time of the new E-Class.


Video Credit: Mercedes-Benz South Africa