According the reports of conducted researches in Ben-Gurion University and Purdue University, what we listen on the wheel affect our driving style. The tempo of the music can cause a calm or aggressive driving.
We wanted to promote the new A-Class Sedan’s adaptive cruise control feature using this information. We created radio ads that detect speed limit and adapt.
We designated different speed limit locations such as 50, 90 and 120-kilometers. Then we designed 3 different radio spots in different tempo and style for those speed limit areas. We used location based programmatic to play the right version of our spots to the right speed limit area.
Audio advertisement created by Publicis, Turkey for Mercedes-Benz, within the category: Automotive.
General Manager: Bircim Oztaskin
Head Of Creative: Ercan Akkaya
Senior Copywriter: Emre Gulver
Art Director: Mustafa Geyik
Copywriter: Emre Insar
Account Director: Duygu Sener
Account Manager: Muge Yildirim
Account Manager: Berna Tasci
Producer: Sevinc Oktem
Producer: Hikmet Helvaci