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A STREAM OF

GREAT STORIES

A STREAM
OF GREAT
STORIES

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SHOOTING

THE IMPOSSIBLE

SHOOTING
THE
IMPOSSIBLE

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HERITAGE MEETS

FUTURE

HERITAGE
MEETS
FUTURE

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LET THE
CITY TALK

LET THE
CITY TALK

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Cologne
Calling

Cologne
Calling

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SHE’S ALL
OF US

SHE’S
ALL
OF US

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SMALL BUDGET,

HUGE SUCCESS

SMALL
BUDGET,
HUGE
SUCCESS

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#MAHSA
AMINI

#MAHSA
AMINI

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MY FATHER'S
DREAM

MY
FATHERS
DREAM

“LOOPING GROUP is a real success story in the fast-changing world of media and brands and everywhere they meet. With it, the former “SZ Magazin” and “Stern” Editor-in-Chief Dominik Wichmann has together with his co-founders created a prototype for tomorrow's publishing house.”
Stefan Winterbauer, Editor-in-chief Meedia
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SHARE THE
EMOTIONS

SHARE THE
EMOTIONS

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DRIVEN BY
IDEAS

DRIVEN BY
IDEAS

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WE PROTECT

YOUR BRAND

WE
PROTECT
YOUR
BRAND

SOUND
5 Minute read

BMW’s editorial content reaches out to customers worldwide

OUR CHALLENGE

To bring BMW.COM to life: a digital customer magazine and the centerpiece of the brand’s customer-facing communications eco-system. The site publishes editorial stories from all corners of the world, with a focus on automotive lifestyle, design, performance, innovation and sustainability, as experienced through the BMW lens.

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BMW Youtube (The 8 x Jeff Koons)

“Art is an amazing vehicle. It gives us an essence of our own potential, and I hope that’s what is captured in this car.”

Jeff Koons, Artist

No story can be told without thinking about where audiences prefer to consume them.

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Daniel Nguyen (Obsessed x BMW)

OUR APPROACH

The stories on BMW.COM are told by editors, art directors, graphic designers, and project managers from the LOOPING GROUP team. They serve a global audience with fresh, weekly content in five languages. LOOPING GROUP handles the entire project and production chain, from pitching and planning to production and publishing.

Daniel Nguyen (Obsessed x BMW)

More than 50 quality pieces in five languages each year

“One of the big things for me was, we can make the whole world sound differently”

Hans Zimmer, Film Score Composer and Music Producer

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BMW ( BMW x Hans Zimmer)

THE RESULT

With the support from LOOPING GROUP, the BMW stories live simultaneously on multiple platforms. Our team hits the go-live button several times a week. They are publishing more than 50 quality pieces in five languages each year, supported by an ongoing stream of podcast episodes and in-app content. 

And there’s so much more to come …

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BMW #WhatEverHappens

3 Minute read

“This is the most impressive and outstanding campaign for ASUS Zenbook in 10 years!”

In a nutshell: For the tech giant Asus, we created a global campaign with a storytelling approach, to launch their new range of Zenbooks.

An incredible artist with a unique craft.

The Intro: Asus is a multinational computer and phone hardware electronics company, headquartered in Taipei, Taiwan. Since 2013, their brand claim has been ‘In Search of Incredible’.

A journey to the inner incredible.

The Plot: In 2021 Asus were looking for a global campaign idea to relaunch their new range of Zenbooks. They wanted a storytelling approach that spoke to and about the customer, rather than only focusing on the product features and the brand.

The Twist: Looping Group created a campaign idea built around the concept: „Incredible comes from within“. A line designed to tell two stories at once, one about the creativity that lives within us all, the other about the incredible Zenbook features that enable this creativity.

Incredible comes
from within.

The Result: In May 2022 an epic film launched the campaign, along with four 30 second commercials, a behind the scenes film and multiformat print and outdoor material. The launch caught the attention of 1.3M Twitter viewers and was incorporated into a spectacular light show on the Burj Khalifa in Dubai, which was viewed by a YouTube audience of over 1M people.

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„My whole motivation is to make the viewer ask questions. I think this is the whole purpose of art.“

Reuben Wu, artist and photographer

Advertising campaign execution.

We create over 50 campaign assets, including channel specific videos, a behind the scenes documentary and the out of home campaign key visuals.

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5 Minute read

How do you refresh a brand reception when celebrating the glorious past?

OUR CHALLENGE

Our task: to help Garhammer celebrating their 125 years jubilee while at the same time showing them to be well prepared for the future. Modehaus Garhammer is one of the leading fashion retailers in Bavaria. By 2022, they wanted to sharpen their market positioning and develop an engaging narrative that could be translated into a jubilee magazine as well as a film, all designed to say „thank you“ to their customers and partners.

We took the new narrative straight out of life: Garhammer truly is the perfect host

OUR APPROACH

We updated their positioning and developed a brand narrative: Garhammer is the perfect host. We identified Original Garhammer stories to be featured in the magazine and transferred the new company image into an emotionalising movie.

A narrative that set the tonality for all the festival communication

THE RESULT

The magazine and the movie got raving reviews by the client as well as their target groups and were considered great successes.

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5 Minute read

Münster is beloved by its people – but communication is complex

OUR CHALLENGE

Münster with its 320,000 inhabitants is an attractive town with a rich cultural life. The city administration faced communication challenges: How can digitalization create efficient structures? How does leadership have to change? How does the newly established newsroom best fit into the complex communication landscape?

Can a city be diverse and act united at the same time?

Münster Press Office / Angelika Klauser.

OUR APPROACH

As always, our approach has been holistic. We supported the city of Münster in the systematization and target-group-oriented management of its communication. And we defined the necessary goals, roles, core messages and processes together with the city and across all departments and offices in the form of a communication strategy.

Now within reach: A communication that is really aligned between all stakeholders

THE RESULT

The communication strategy has just been presented to the city's board of directors. However, with its recommendations on key topics, it already provides the Lord Mayor and the departments an important basis for discussion. Ways have been worked out, too, on how cooperation across all stakeholders can be achieved much easier.

Münster / MünsterView Press Office.

5 Minute read

The city needed to reinvent its whole communication structure

OUR CHALLENGE

Cologne, a cultural and economical center for the Rhineland, is the fourth-most populous city of Germany. The communication processes and synchronisation of the communicating departments needed complete modernization in the course of a greater administrative reform. A hugely complex task. Where to start?

Photo by Kai Pilger

The perfect pair: a holistic communication strategy implemented by a newsroom

OUR APPROACH

To enable the City of Cologne to communicate in a modern way we chose a three-step approach: We made a comprehensive analysis of the municipal communication processes. We developed a modern communication strategy for the entire city. And finally we implemented a physical newsroom.

Today, Cologne communicates quickly, efficiently and without silos

THE RESULT

Our approach was tailored exactly to the needs of the City of Cologne and allows them to act quickly, digitally and without silos. This has brought significant increases in effectiveness and efficiency. The press officer of the Mayor affirms: "Looping Group has brought us an enormous step forward in our communication."

Photo by Patrick Reichboth

3 Minute read

A community that is not only connected, but truly connecting.

In a nutshell: With stories like Alicia’s, we helped She’s Mercedes to evolve from a popular magazine into a thriving ecosystem. She’s Mercedes is now published in 25 markets in 27 languages and has over 42m account followers across all channels.

Portrait picture of Alicia Keys in tropical surrounding.

Alicia Keys © Kennedi Carter, Mercedes-Benz AG, Looping Group

Picture of Alicia Keys photographing herself in a Mercedes-Benz.

The Intro: Mercedes-Benz is one of the world’s most popular luxury car brands. It has sought to connect and empower women through a programme of high-quality, independent editorial content. Their flagship channel for communicating with women has been She’s Mercedes magazine.

“Alicia puts heavy emphasis on her values lying in friendship, family and solace. So, I really wanted to capture land, terrain and solitude.”

Kennedi Carter, photographer

Shot outside of a Mercedes-Benz on the street.

© Kennedi Carter, Mercedes-Benz AG, Looping Group

The Plot: Capturing and sustaining attention in a branded environment requires constant reinvention, both in terms of the quality of content and the channels selected to share the content and drive engagement. To keep She’s Mercedes relevant to modern women, Mercedes-Benz needed to evolve She’s Mercedes into a 360-degree ecosystem.

Alicia & Kennedi: A roadtrip to their inner landscape.

Red and pink flowers.
Side picture of a Mercedes-Benz black car.
Picture of trees in the desert.
Picture of Alicia Keys in the desert next to Mercedes-Benz.
Close-up picture of a tree in the desert.

© Kennedi Carter, Mercedes-Benz AG, Looping Group

“We get to choose who we want to be and what life we live. We don't have to accept what's always been. We can write, create, dream, the future.”

Alicia Keys, She’s Mercedes guest Editor-in-Chief

Picture of Alicia Keys walking through the desert.
Abstract picture of a Mercedes-Benz.

‘Top Coat’ © Johanna Jaskowska & Manuel Bueno, Mercedes-Benz AG, Looping Group

The Twist: We worked with Mercedes-Benz to ensure that She's Mercedes content embraced three core themes at its heart: inspiration, diversity, and female empowerment. We invited 15-time Grammy Award-winning singer, songwriter, musician, producer and accomplished actress Alicia Keys to be the guest Editor-in-Chief. We connected her to Kennedi Carter, the youngest-ever cover photographer for British Vogue, to capture a unique photographic essay on a road trip through Joshua Tree Park in Southern California. 

Pages of She's Magazine by Mercedes-Benz.

Crypto artists Serwah Attafua, Krista Kim and Johanna Jaskowska

A platform for women who choose to lead.

Abstract picture of a Mercedes-Benz.

‘Continuum’ © Krista Kim, Mercedes-Benz AG, Looping Group 

The Result: She's Mercedes now lives online and offline. It has evolved from a popular magazine into a thriving ecosystem. The community continues to grow through festivals, masterclasses, readings and debates. It is now published in 25 markets in 27 languages and has over 42m account followers across all channels. Alicia proudly shared her story with her 22m Instagram followers. She's Mercedes inspired over 62m people. 

Abstract design of Mercedes-Benz case She's Magazine.

‘Top Coat’ © Johanna Jaskowska & Manuel Bueno, Mercedes-Benz AG, Looping Group 

Alicia Keys She's Magazine Mercedes-Benz.

‘Antheia 2021’ © Serwah Attafuah, Mercedes-Benz AG, Looping Group 

5 Minute read

How to promote a certification for digital skills?

OUR CHALLENGE

To create a holistic launch campaign to increase awareness for the newly created certificate Deutschland sicher im Netz e.V. – a registered association funded by the German Ministry of the Interior. In March 2022, they launched the “Digitalführerschein” (digital license): the first official certification for digital skills in Germany.

A humorous 360° campaign tailor-made for the core target audience

OUR APPROACH

The Digitalführerschein’s core target audience are middle-aged employees and young adults, who want to increase their job chances, as well as make their internet experience smoother. Based on a target group analysis and strategy insights, we’ve developed a humorous 360° campaign, including TVC, DOOH, online ads and social media.

More than five million views within two weeks across TikTok, YouTube and Twitter

THE RESULT

According to the client, the campaign set “new standards for the communication of publicly funded projects“. With a small budget, we achieved more than five million views within two weeks across TikTok, YouTube and Twitter. The TVC was seen by 11.3 million people within the target group (14-49 years), a 20% net reach.

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5 MINUTE READ

How the Protests in Iran Highlight the Strengths and Limitations of the Editorial Society

  • The demonstrations currently taking place in Iran are unlike any previous protests: led by young women, decentralized and diverse. They are gaining worldwide attention and support via social media.
  • But its greatest strength could also be its very weakness.
  • The tools of the editorial society are also at the disposal of the regime - which uses all means to suppress the protests.

March 8th, 1979: Thousands of Iranian women march on the streets. They demonstrate against the Islamic law enforced by Ayatollah Khomeini, which makes the hijab compulsory overnight and strips women of all rights - including custody of their children in the event of divorce and even the right to travel without their husband's consent. Among the demonstrators are teachers, lawyers and housewives. But Islamic newspapers at the time described the demonstrators as a gathering of "a few hundred sluts."

With no alternative media in Iran in 1979, the movement is barely able to reach the public. With censorship and force, the Iranian regime can control the analog world.

But as the Internet spreads and the editorial society grows stronger, more and more Iranian citizens are escaping control. Through Instagram, Telegram, and other channels, they witness how their families live abroad. They see: Freedoms they can only dream of in Iran are simply a matter of daily life elsewhere.

I grew up in Iran. In my 28 years there I have only once seen a woman without a hijab on the streets of Tehran. I was told that she had psychological problems and could not adapt herself to the new Islamic rules. Alienated within the city, she was a reminder of the free time in Iran when women were allowed to let their hair fly in the wind.

Despite all the filtering, years later social media opened up a new world for me and all other Iranians. A world in which the slogan of the 2022 protests - "Women, Life, Freedom" - is not a rallying call, but its everyday standard.

From FOMO to social justice

 

Jump into September and October 2022: Protests in Iran have been on the rise for more than three weeks. They are organized primarily by young women. Women whose rights have been severely restricted since the Islamic Revolution of 1979 and whose voices have hardly been heard since. The trigger was the death of Mahsa Amini, also known as Jina. A 22-year-old Kurdish woman who died after being arrested by Iran's so-called "morality police" for wearing an "inappropriate hijab."

This time, the protests were not only on the streets of Iran. They spread like lightning and around the world on social media.

A name turns into a symbol

Iranians begin sharing Mahsa Amini's story online using #مهسا_امینی (#MahsaAmini in Persian). Soon, the usual travel pictures and selfies were replaced by a single image. Within days, #Mahsaamini gained international attention on social media platforms such as Instagram and Twitter and many international activists, artists and influencers with numerous followers and a wide coverage reacted to her tragic death.

The Iranian regime responded with a shutdown. According to NetBlocks, on the evening of September 19, 2022, parts of Kurdistan in Iran experienced an almost complete disruption of Internet service and eventually a shutdown of mobile networks in the country during the last few weeks.

Yet the regime could not completely silence the movement this way: Images and videos of Iranian women taking off their hijabs and cutting their hair were posted more than 130 million times on social media under the hashtag #mahsamaini, leading to international solidarity with the movement. Groups like Anonymus launch hacking attacks on Iranian police and intelligence, Elon Musk activates his satellite broadband service Starlink for the people of Iran, and foreign leaders announced their support.

The power of social media

 

All of this is essential to the protests in Iran. Consequently, the protesters reacted with mortal fear to the news that the government was shutting down the Internet in Iran. Without awareness, no revolution can prevail anymore. The great strength of social media is that this attention is easier to get today - if the right story is told.

And the story of Mahsa Amini, as cynical as it might sound, is the right story: it's tragic, told in a few words, and understandable to people worldwide. These are the ingredients that our editorial society, with its short attention span and emotional over-saturation, needs in order to even notice a topic.

Social media can be a trigger for movements. The platforms are ideal for highlighting an important issue, mobilizing initial support, and refuting the propaganda of the powerful with videos, photos, and facts. But that's where the power of social media ends - overestimating its influence can actually significantly harm the movement.

The weakness of social media

One post, and one can sit back with a good conscience and think, "I did my part in the protests!" This comforting feeling of reassurance is caused by social media. Demonstrate without getting out of bed. It would have been nice.

In my timeline, I continue to read only one request from friends living in Iran: " Get out on the streets!" This is where the real protest takes place: Not in the safety of home, but in the streets, in the universities, in the marketplaces, at the risk of one's life.

In fact, this is only the most visible part of a revolution. Because if you really want to change something, you can't do it through demonstrations alone. Successful change takes months of preparation. Structures have to be built and tried out, alliances have to be formed, negotiations have to be conducted - also and especially with the opponents. A large part of any reform or revolution takes place behind closed doors

In the editorial society, it has become easier to quickly get a lot of people on the street. But this attention can vanish just as quickly. If the right structures have not already been established, the protest will fizzle out.

 

This applies especially to movements like the one we see in Iran today: The fact that it mobilizes people from all age, social, religious and economic groups is a great strength. The movement includes Iranian people of all backgrounds; it is not dependent on a major leader. However, its decentralized, grassroots nature makes it vulnerable to chaos - and vulnerable to attack by the Iranian regime.

In the last few years, the success rate of nonviolent protests decreased.
 

Also the Iranian government knows how to use the Editorial Society for its own purposes: Surveillance has never been more widely available. The regime is trying to replace popular social media platforms with its own approved versions, such as Rubika, where it is even easier for it to control the information. A study by Harvard professor Erica Chenoweth even found that from 2010 to May 2016, the success rates of nonviolent protests dropped drastically. The political scientist sees repression like this as one of the important reasons for this.

Yes, social media is an opportunity for the protesters - but so is it for the Iranian authorities. Will the Iranian regime silence the voices of the protesters through brutal repression in the streets and old propaganda methods in social media? The only winner will be the one who manages to combine the tools of the old world with those of the new editorial society in a very smart way.

About the author

Narges Derakhshan works as an editor at LOOPING GROUP. She grew up in Tehran and made her first film at the age of 16 (awarded the Innovative Perspective Award). She studied theater directing in Tehran and gained experience in acting, writing and copywriting. She continued her career in advertising as a screenwriter, creative director and copywriter. In 2016, she moved to Germany where she completed her second bachelor's degree and is currently pursuing her master's degree in screenwriting/dramaturgy.

3 Minute read

“Today is definitely a way to say thank you to my father. If there’s anyone who’s that deserving, it’s him.”

Brendan Hickey

In a nutshell: For Mercedes-AMG we crafted the powerful and moving story of Bart Hickey, a blind mechanic. With more than 7 million views, ‘My Father’s Dream’ became the most viewed film that Mercedes-AMG have ever published on their YouTube channels.

Portrait of Bart Hickey, a blind mechanic, hugging someone. Mercedes-AMG crafted story.

© New Step Media, Mercedes-Benz AG, Looping Group

The Intro: Mercedes-Benz is one of the world’s most iconic luxury car brands and its AMG subsidiary is synonymous with powerful, high-performance vehicles.

A father. A son. And a car.

A father, a son and a car. Two hands touching a Mercedes-AMG motorA father, a son and a car. Two hands touching a Mercedes-AMG motor

© New Step Media, Mercedes-Benz AG, Looping Group

The Plot: Although established customers and ‘petrolhead’ 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 
a story about 
the AMG GT R.

Hands reading braille. Bart Hickey's hands reading braille
A father a son and traces of tyres in the sand. Mercedes-AMG story, Bart Hickey.
Portrait of Bart Hickey, a blind mechanic, smiling. Mercedes-AMG crafted story
Hand of Bart Hickey, a blind mechanic, touching a Mercedes-AMG car.

This was a story about Bart Hickey. And his imagination.

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The Twist: Brendan Hickey wrote to Mercedes-Benz asking if they could make his father’s lifelong dream ‘to drive a Mercedes’ come true. We set about crafting the powerful and 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, ensuring that edits of the film were optimised for each relevant channel.

“I have imagined driving – to take 
a car out on the Salt Flats in Utah 
and just drive.”

Bart Hickey

Mercedes-AMG car driving in the desert. Sand clouds in desert.Mercedes-AMG car driving in the desert. Sand clouds in desert.

© Jeremy Hill, Mercedes-Benz AG, Looping Group

Mercedes’ most loved film ever.

A father, a son and a car. Bart Hickey together with his son Brendan Hickey next to Mercedes-AMG.A father, a son and a car. Bart Hickey together with his son Brendan Hickey next to Mercedes-AMG.
Picture of Bart Hickey, a blind mechanic, next to a Mercedes-AMG car in the desertPicture of Bart Hickey, a blind mechanic, next to a Mercedes-AMG car in the desert

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. The film has generated more comments than any other film in Mercedes’ YouTube history, 99% of them were positive. It generated significant earned media coverage, including a prime-time TV slot as the number one ‘best moment’ on RTL’s The Ultimate Chart Show. The media value of this spot alone was worth €1m. 

Are you up for the ride?

Bart Hickey, a blind mechanic, driving in a Mercedes-AMG car in the desertBart Hickey, a blind mechanic, driving in a Mercedes-AMG car in the desert

© New Step Media, Mercedes-Benz AG, Looping Group

 

In an interview with MEEDIA, our co-founder and CPO Dominik Wichmann talks about the early days and the development of our company. Starting with only a few employees and the production of Mercedes-Benz customer magazines, he shares how we have developed into an agency that not only handles editorial work, but also develops PR and Social Media strategies and creates international campaigns.

3 minute Read

When we tell a story, we try to build something. A shared emotion, a powerful idea. But sometimes, we do it the other way around. And build something that tells a story in itself. Have a look:

Portrait of Virgil Abloh, fashion designer

VIRGIL

ABLOH’S
CERAMIC
BLOCK

In 2019, Vitra and Virgil Abloh presented the installation TWENTYTHIRTYFIVE, a vision of a future home, in the Fire Station on the Vitra Campus. Three products were developed and launched in a limited edition as spin-offs of the exhibition. Vitra and Virgil Abloh made editions of limited pieces available online.

Vitra and Virgil Abloh presented the installation TWENTYTHIRTYFIVE, a vision of a future home, in the Fire Station on the Vitra CampusVitra and Virgil Abloh presented the installation TWENTYTHIRTYFIVE, a vision of a future home, in the Fire Station on the Vitra Campus

“I loved the idea of introducing some Prouvé classics to a generation today that might not know the importance of his work.”

Virgil Abloh

Limited to just 999 pieces worldwide, the Vitra x Virgil Abloh Ceramic Block is a powerful statement piece. Each Ceramic Block is individually numbered 1 to 999.

Vitra and Virgil Abloh presented the installation TWENTYTHIRTYFIVE, a vision of a future home, in the Fire Station on the Vitra Campus
Black and white portrait of Tina Turner smiling

TINA TURNER’S

GOLD RING

Tina Turner once strolled through a flea market where she discovered a golden thumb ring. The moment she put it on her thumb, she felt stronger, more confident. In this ring, she saw a symbol for the inner strength she was just beginning to discover in herself. A Limited Edition, 14 Carat Rose Gold replica of this ring, handcrafted by Tina Turner’s personal Swiss jeweller is included in the book Tina Turner: That's My Life.

Close up of the Tina Turner RingClose up of the Tina Turner Ring

“It was a magic moment.”

Tina Turner

Close up of the red and sparkly Tina Turner Dress

TINA TURNER’S

DRESS

Georgio Armani designed this stunning red dress for Tina, and she wore it on her sell out 50th Anniversary Tour in 2009, which was seen by over one million enraptured fans. This dress is a famous piece of Tina’s history and a piece of it is included in the book Tina Turner: That's My Life.

Picture of Tina Turner in her red sparkly dressPicture of Tina Turner in her red sparkly dress

“The future belongs to those who believe in the beauty of their dreams.”

Tina Turner

Portrait of young Tina Turner, licking her red lips

TINA TURNER’S

KISS

Tina Turner is one of the best-selling recording artists of all time. She has received 12 Grammy Awards and is the first Black artist and female to be featured on the cover of Rolling Stone. She has sold over 100 million records worldwide, A serviette with a special lipstick kiss from Tina is included in the book Tina Turner: That's My Life.

Napkin kissed and signed by Tina TurnerNapkin kissed and signed by Tina Turner

“My legacy is that I stayed on course from the beginning to the end, because I believed in something inside of me.”

Tina Turner

Telekom Electronic Beat's Cube

TELEKOM

ELECTRONIC

BEAT’S CUBE

The Cube consists of a 360° video collage covering the most memorable cornerstones of the last two decades, combined with a series of six films showcasing and celebrating the platform’s legacy in the fields of music, innovation, fashion, culture, and community.

“We hope it’s a way to get closer to topics that are physical and tactile in nature—club culture, fashion, music production—make them literally touchable.”

Telekom Electronic Beats

With club culture organically dovetailing into the digital realm, the design studio’s collaboration with Telekom Electronic Beats acts as a testament to the web’s reflective and still under-explored potential.

Telekom Electronic Beat's Cube
3 Minute Read

“I like trying things out, flippin' stuff. This is like me hip hoppin' a car.”

Will. I.AM.

In a nutshell: With AMG Uncovered, we initiated a new storytelling approach: pairing high-performance cars with absorbing personalities, focusing on how AMG inspires them. Over 4.1m people have viewed the AMG Uncovered Series.

A photo of Will.I.Am sitting in his Mercedes-AMG car.A photo of Will.I.Am sitting in his Mercedes-AMG car.

Will. I.AM. © Sterling Hampton

The Intro: Mercedes-AMG is the high-performance subsidiary of Mercedes-Benz AG, they hire independent engineers and manufacturers to customize Mercedes-Benz AMG vehicles. They typically have higher performance levels, better handling, better stability and more extensive use of carbon fibre than their regular Mercedes-Benz counterparts.

True luxury is

more than a

product.

It's personal.

A photo of the hands of Will.I.Am standing next to his Mercedes-AMG.
A photo of Will.I.Am standing next to his Mercedes-AMG.A photo of Will.I.Am standing next to his Mercedes-AMG.

Four faces. Four dreams. And the AMG.

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AMG Uncovered. Driven by Dreams Feat. Will. I.AM © Looping Group

The Plot: They launched the content series AMG Uncovered in 2020 in order to broaden the spectrum of their moving image portfolio. To further emphasise its focus towards a refined lifestyle, they were looking for a way to initiate a broader female shift towards the brand. They wanted to increase the engagement and loyalty of this new target group of hedonists while still motivating their existing customers.

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AMG Uncovered. Be Yourself Feat. Jess Hart © Looping Group

“At some point, I had to ask myself what my true passion was.”

Jess Hart, Model, Los Angeles

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AMG Uncovered. Unstoppable Spirit Feat. The Duc Ngo © Looping Group

“I think my drive for being successful comes from being an immigrant. I always had to do more than others.”

The Duc Ngo, Chef, Berlin

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AMG Uncovered. Chase Your Dreams Feat. Debra Bennett © Looping Group

“I just knew that I wanted to do that: racing.”

Debra Bennett, Race Driver, Austin

The Twist: We initiated a new storytelling approach, stimulating the interests of these hedonists by pairing the cars with absorbing personalities and focusing on how AMG inspires them. Among others, we identified will.i.am and Jess Hart as protagonists whose life is a lesson in courage, tenacity, and determination. Pushing limits is in their DNA and driving their AMGs gives them the thrill of independence and freedom they have been seeking all their life.

A photo of Will.I.Am as a child in school.
A picture of a chocolate dessert with ice cream and chocolate sauce.
A photo of Debra Bennet, race driver, as a child driving in her go-cart.
A photo of Debra Bennet, race driver, standing on the race track for Mercedes-AMG.

The Result: Over 4.1m people have viewed the AMG Uncovered Series with an average watch time of 64%. The average number of female viewers has risen above the benchmark at 37%. In just over a year, the series has generated over 20m impressions.

So, what drives you?

Close-up of black Mercedes-AMG reflecting the sun.Close-up of black Mercedes-AMG reflecting the sun.
5 Minute read

Be fast, be great but avoid the risk. How to do that?

OUR CHALLENGE

Social communication has to be fast but with speed comes risk. Brands want to ride the zeitgeist yet avoid any kind of scratch to their image and reputation. Many brands rather get slow. Or, in times of high emotions, don’t communicate at all. So they sink into the dark. How to solve that dilemma?

With our support you can have speed without the risk

OUR APPROACH

Our BrandProtection checks content before published. It gives recommendations on how to minimize the risk of critical comments and a possible shitstorm. BrandProtection works as a consultant to a company, ensures a safe social media strategy, provides background checks and can be incorporated into campaigns and cooperations.

Due to our work no shitstorms happened, no bad sentiments grew.

THE RESULT

Since offering our service in the last 12 months, our BrandProtection team for various clients:

  • checked over 6500 social media posts
  • did more than 130 background checks
  • checked 30 campaigns and cooperations
  • did untold consultations for many companies

AND WE HAD NOT ONE
SINGLE SHITSTORM!

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SHOOTING

THE IMPOSSIBLE

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HERITAGE MEETS

FUTURE

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