The Brief: In 2018, Mercedes Benz launched the all-new Class A, their most modern and dynamic model to date. The aim was to captivate a tech-savvy generation that perceived the brand as luxury for older people. At the heart of the Class A was MBUX, a groundbreaking AI technology designed to learn from drivers and deliver a personalized experience. Tasked by Mercedes Benz, we set out to craft a campaign as innovative as MBUX itself.

The Solution: Introducing the first Mexican reality show on Instagram Stories, seeking to answer a simple question: Can you truly know someone solely through AI/MBUX? — Or, how well can MBUX get to know its users?

How It Worked: Shot entirely on iPhone, we lent a Class A to two Instagram influencers, allowing MBUX to learn from their usage. Then, they swapped cars, and we challenged them to discover details about each other using only MBUX. Daily stories were posted for two weeks, and our audience became an integral part of the narrative, dropping clues, selecting situations, and voting for outcomes.

The Results: These Instagram stories broke all engagement benchmarks, and was highlighted for 6 months on their main profile. The series was shortlisted in the Effies' Social Media category.