The launch of the new CLS-Class was imminent. We needed to create a mobile-friendly site which showcased its unquestionable beauty, created emotional desire and generated enquiries.
The new CLS is a striking vehicle. But what stands out most to people who aren¹t in the car industry? We invited a photographer, an architect, a furniture designer and a model agent to give us their first impressions of the car, filming their reactions. These films featured on our launch site alongside articles and quotes from the motoring press.
A video from journalist Jasmine Lowson (over 50% of our database received a personalised message) introduces the viewer to the site and leads them on a tour of unique beauty.
The site itself has no navigational structure; it was time to leave behind the over-indulgent Flash Œexperience¹ and utilise HTML and content-first web design. A blend of magazine layout style, i-Pad app and device-agnostic website, the site can be viewed on any device our audience chooses.
Email and direct mail also encouraged prospects to enquire and /or visit their local Retailer to experience the beauty of the CLS for themselves.
Number of car sales attributed to the campaign: 674
Average dwell time: 5min 20sec
The FWA Mobile site of the day
Communication Arts webpick
Smartphone Views: (8%)
Tablet Views: (8%)
View the work clsbeauty.co.uk