Video case study: Mercedes ‘invisible’ car gets 9m YouTube views

Digital marketing industry case study library

csmercedes.jpg This clever publicity stunt from Mercedes has earned the car maker many plaudits. The YouTube video features an 'invisible' car was seeded on numerous sites, including digital media blog Mashable, and attracted more than 9 million views in a couple of months.

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Brand: Mercedes | Media: YouTube, TV, Social Media | Agency: Jung von Matt | Country: Germany | Sector: Automotive

Mercedes latest car is being marketed as a car that's "virtually invisible to the environment." The hydrogen fuel cell electric car converts compressed hydrogen into electricity to drive the motor, has only one emission: water vapour.

The stunt, which forms the basis of a 90-second internet ad, involves the “invisible” Mercedes B-Class F-Cell car popping up in and around Hamburg. The footage reproduces the technical spectacle while also showing viewers how it was achieved. Engineers matted one side of the car with LED lights, in effect forming a car-shaped television screen. On the other side of the car, a video camera was placed and configured to transmit the view to the LED side. Once on the road, a side profile of the car makes it appear invisible to baffled passersby, who first look stunned, then amused.

Watch the video here:

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