Although established customers and ‘petrol head’ fans of Mercedes-Benz respond to the raw power of its vehicles, especially those with the AMG marque, the company wanted to add a deeper, more emotional resonance to the brand through storytelling.
This was never just a story about the AMG GT R.
© New Step Media, Mercedes-Benz AG, Looping Group
OUR CHALLENGE
Although established customers and ‘petrol head’ fans of Mercedes-Benz respond to the raw power of its vehicles, especially those with the AMG marque, the company wanted to add a deeper, more emotional resonance to the brand through storytelling.
© Jeremy Hill, Mercedes-Benz AG, Looping Group
It’s a story about Bart Hickey and his imagination.
OUR APPROACH
Brendan Hickey wrote to Mercedes-Benz asking if they could make his father’s dream ‘to drive a Mercedes’ come true. We crafted a moving story of how Bart, who is blind, could get behind the wheel of an AMG GT R. We added the science of data to every step of the creation of the story to optimize each relevant channel.
© New Step Media, Mercedes-Benz AG, Looping Group
Mercedes’ most loved film ever.
THE RESULT
My Father’s Dream was the most viewed and liked film that Mercedes-Benz/AMG have ever published on their YouTube channels. It attracted more than seven million views and 300,000 likes. It has generated more comments than any other film in Mercedes’ YouTube history. The media value of this spot alone was worth €1m.
© New Step Media, Mercedes-Benz AG, Looping Group