Mercedes were offering the chance to win a completely unique experience of touring their F1 factory which is normally closed to the public. The following creative aims to boost engagement in the competition. As well as the usual emails, landing pages and social posts, there was scope to scale up the campaign, producing merchandise and personalising communications to every individual competition winner.
This creative invites the consumer to be a part of Mercedes F1 team in the style of an Airfix model kit. Over 250,000 hours go into the design and building of a single F1 car and there are many complex parts to make a team. As part of the physical invitation, winners will receive a model car which they can make themselves, boosting excitement before the day itself.
