MERCEDES-BENZ
G-CLASS –STRONGER THAN TIME.
Stronger Than Time – The G-Class Defies Digital Fast-Paced Culture.
For 40 years, the Mercedes-Benz G-Class has stood for endurance. But how do you capture the attention of digital natives in a world full of distractions? The answer: An innovative Instagram hack.
Instead of conventional social media content, the campaign introduced an interactive Canvas Ad as a mobile game. Fans were challenged to take a screenshot at the perfect moment to win a weekend with the G-Class – but the new model only appeared after 30 minutes. Those who resisted the urge to check their feed or switch apps didn’t just test their patience; they immersed themselves in the entire history of the G-Class, discovering its evolution, milestones, and legendary endurance – all without even realizing it.
The results: Over 380 hours of watch time in just three days, more than 1,000 submissions, and strong brand engagement. A massive success that paved the way for an international rollout, proving that true icons stand the test of time – even in the digital age.