Web Special: A-Class Explosion

Mackevision created an interactive web special and corresponding iPad application for the launch of the new A-Class.

The objective was to reach a young and dynamic category of consumers. To this end, the production was matched visually to the new style of the A-Class.

The individual product features of the car are showcased perfectly in each sequence.

To begin with, the new A-Class is shown on its own and can be viewed from all sides in 360° mode simply by scrolling.

By scrolling further, the car “explodes” to be depicted in its individual component parts, no matter how small, each with its own information bubble.

Each time the user moves the scroll wheel a step further, the individual components explode another level and new, smaller components are displayed.
Once the user has discovered and taken in all the highlights, the A-Class “rebuilds” itself.

What’s more, the user is able to configure the exterior of the car as they wish. They can choose from a range of camera angles and lighting conditions. Switching between the various configurations is staged artistically by means of projection mapping.

Client Daimler AG
Agency Jung von Matt
Creative Producer Mackevision
Year 2012