Mercedes-Benz's "breakout" YouTube video

Singapore - Mercedes-Benz launched a social media campaign for its A-Class model, using a special YouTube video that shows the car "crashing" the screen to illustrate the campaign's tagline, "Every Family has a Rebel."

Created by BBDO/Proximity, the campaign aims to portray the new compact model as the rebel in Mercedes-Benz' range of models.

According to Mercedes-Benz, the new model is also part of its latest approach to reach a new market segment - young lifestyle elites who were previously not predisposed to the brand.

Hence, the brand took a digital approach with a mimicry gadget on YouTube. When a user clicks on a link, the video features effects such as the car "crashing" the sides of the video screen. The entire page is built in flash and animation falls outside the YouTube video frame.

This was rolled out with a launch advertisement post and event video, which pulled in a strong response on Facebook over the past year, said a note from Mercedes-Benz."In coming up with this idea, we worked with our partner agency focusing on fuelling the imagination of younger customers - digital natives with the desire for individuality and excitement," said Wolfgang Huppenbauer, president and CEO of Mercedes-Benz Singapore.