As someone who's always on the lookout for websites that are able to convey brand stories in a unique way, I was thrilled to come across the Mercedes-Benz website.
Not only does the website give you all the product information you could possibly need to make a purchase, it takes advantage of key elements of interactivity by engaging our senses and passion for storytelling.
The homepage to the brand's e-Class car features an interesting story in which four-time Grammy winner Dianne Reeves and Formula 1 driver and Grand Prix winner Jean Alesi are paired together in a car in order to test the car's "sensitivity" and sense of well-being provided during the driving experience. Just as the car is deemed to be a sensitive instrument, so too is the voice of singer Reeves. Deemed "Concert in E", the result is pure magic as Reeves and Alesi set out to the tune of "Better than Anything."
This highly interactive approach to brand storytelling is successful on several levels:
1) The use of film and sound draws us into the brand and makes us players in the brand story
2) The tune is catchy and increases our propensity for recall
3) During the performance, car features pop up giving us the opportunity to learn more about the brand
4) The approach confirms the message that the sensitivity and overall sense of well-being provided by the brand is similar to the sensitivity found in the human voice
Bravo Mercedes-Benz for this unique approach. You're truly a brand leader and automotive icon! (check out the link to Mercedes-Benz TV too).
What do you think of this approach to brand storytelling? Why don't more companies use elements of storytelling to sell their product or service?