To promote the GLA 250 to the millennials, Mercedes-Benz USA and their agency Razorfish launched a social configurator on Instagram.
The Instagram account called ‘Build Your Own GLA’ lets users create their own custom versions of the car. The experience begins from an account where the user is shown only the car and asked to tap along to begin the configuration. The call-to-action (CTA) begins with asking the user to ‘Tap the photo’ to reveal the tags – which are essentially the other Instagram accounts that contain sun information like colors, wheels, etc.
The first step ‘Choose your color’ shows an account full of various shots of the GLA in the available colors. User can simply select the image of their preferred color and continue the experience.
The second step involves selecting a wheel which gives a good close-up of the alloys available.
After choosing the wheel, the user has to select the roof – where again the shots have a great visibility and concentrate only on that aspect of the feature, without forcing the user to look at the whole car over and over again.
The fourth and last step involves selecting the preferred grill. After the grill is selected, the user is moved to a fresh account containing the summary of their configured GLA.
By summary, we mean the image now shows their preferred color, wheel, roof and grills. On tapping the image, the user is congratulated and given the specs first hand eg. the name of the color, the package (e.g. Sports), roof name, etc. with a starting price tag. Furthermore, the user is also asked to take the picture to their nearest dealer. There is a disclaimer in the end listing what is not included and prompting users to contact their MBUSA Instagram account directly for queries, questions etc.
Razorfish can still pull it off. Good to know! Mercedes-Benz is in love with Instagram, as we can see so many executions in different countries using Instagram. It is no wonder that they have championed Instagram in the automotive industry at least. I was honestly expecting Audi to come up with something like this and could have never thought that Mercedes-Benz would end up doing this.
Even though the whole social configurator thing works, there is one small area for improvement. In the last leg of the account, where the user is shown the car – we could have filled up the account with more details e.g. 15 seconds clips showing the car in motion and also each and every image that has been selected could have been shown below the main image as a summary of the end product.
If we don’t want to promote what the user has already selected, this dead space could have been used to promote ‘Accessories’. I bet the after-sales guys would have loved it 😉
There is always room for improvement, but we must not forget that even today in over 90% of digital agencies there would have been enough people on both agency and client side, who would have killed the idea assuming the user won’t go through the long journey and the pain of creating so many accounts and assets. Mercedes-Benz US has overcome doubts as such and once again challenged the creatives in the auto industry. It is always great to see such inspiring work.
Audi – your move! 😉
View the GLA250 Instagram account here http://instagram.com/gla_build_your_own