Mercedes-Benz hacks Instagram Stories and creates a unique competition: Stronger than Time.
The idea behind the competition is that only users who are themselves, like the G-Class, Stronger than Time, can win the game.
To take part in the game, users must catch an Instagram Sponsored Story, stop using their phones, solely concentrate on the canvas and wait as long as it takes until the new G-Class appears on the screen.
Project was launched on the 15th of June in Russia (Moscow and Saint Petersburg).
After only three days, the canvas had over 380 hours of watch time and over 1000 submissions from fans which surpassed both the brand's as well as Instagram's expectations.
Agency: elbkind Berlin
Adrian Finzelberg / Creative Director
Andy Tran / Creative Director
Andrey Potekhin / Art Director, Copywriter
Daphne Melvin / Copywriter
Anj Avraam / Copywriter
Sarah Askar / Project Manager
Partner: Facebook Creative Shop
Lucio Regner / Creative Strategist