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Case StudiesCase Study
Mercedes-Benz mini-site
Mercedes-Benz approached Ion Global with a view to conducting its first ever online campaign in Hong Kong. It wanted to draw traffic to a feature on its Hong Kong web site which enabled visitors to configure their own Mercedes-Benz car. The "car configurator" itself is hosted in Germany and could not be altered.

Ion Global conceived a bilingual quiz-based mini-site to send visitors to the car configurator in search of the correct answers. To draw traffic to the site, Ion Global lined up a partnership with Northwest Airlines. Incentives were provided by Northwest Airlines, The Peninsula Hong Kong and Mercedes-Benz. Ion Global also assisted in media planning and buying.

Project Team
  • Project manager
  • Designer
  • Programmer
  • Media planner
Timing
January - March 2005 (development)
March - April 2005 (campaign)

Results
  • Mercedes-Benz was able to track the complete performance of the campaign, from e-mails, banners, and visits to the car configurator, right through to winners and losers.
  • Mercedes-Benz exceeded its target for new visitors to the car configurator.
  • Northwest Airlines was able to spread awareness of its brand to a new audience.
  • Ion Global was able to provide both partners with a positive return on investment.
Services involved

The home page of the mini-site featured Mercedes-Benz's top models and a clear call to action.
Depending on the model preferred by the player, three questions were chosen at random from a pool.
Explaining the quiz in simple terms was important to convert visitors into players.