Mercedes-Benz introduces C-Class Coupé with 'Signature Drive' campaign

The online campaign features a Facebook flash application that prompts the user to write their signature on screen using their mouse. The Mercedes-Benz C-Class Coupé then proceeds to take the viewer on a virtual ride following the path of each line and curve of the user's signature.

An online user participation, it rewards consumers with a video that is as unique to them as their own signature.

“We created a Facebook flash application that allows users the ability to interact with their signature in 3D and view their custom drive in a C-Class Coupé on the streets of Singapore,” Joel Kuntz, creative director at Proximity Singapore said. “Basically we take your signature, accelerate it with 300 horsepower and send a test drive directly to your computer.”

Celebrating its 125 years anniversary, the Signature Drive marks Mercedes-Benz’s first campaign that aimed at bringing more relevance to a younger audience, Patricia Ho, general manager at Daimler Southaast Asia Ltd, said. “Innovation is part of the Mercedes-Benz DNA from our cars right through to how we communicate,” she added.