Vision One-Eleven: the reveal through the smoke
8.88M
The concept appears through the smoke on an orange stage. 1.26M likes on 8.9M views: a 14% engagement rate.
- Mercedes-Benz
- World premiere, Brand event
- Jun 16, 2023
- Malibu, California
- Instagram Reel · 0:08 + YouTube review
Occasion
The unveiling of the Mercedes-Benz Vision One-Eleven concept, designed by Gorden Wagener's team.
Idea
Capture the reveal as it happened: the car emerging through smoke in front of the Mercedes star, then the gull-wing doors opening.
Execution
Shot on the reveal stage and in daylight on the display. The caption points to the full review on YouTube; a photo set followed.
Why it worked
- 14.2% engagement, five times the account median: the reel was liked by one in seven viewers.
- The brand's own staging, smoke, colour and the star, frames the car without extra production.
- Concept cars draw design fans as well as car fans.
Results
- 8.88M
- 1.25M
- 2,662
- 14.2%
- ×25
Related projects
37MTourbillon world premiere, inside the cockpitBugatti. Tourbillon world premiere, inside the cockpit
A premiere reel built on the Tourbillon's watch-like instrument cluster, plus a photo production for Bugatti's own channels.
27MElectric G-Class: four G-TURNs on the Las Vegas StripMercedes-Benz. Electric G-Class: four G-TURNs on the Las Vegas Strip
Fifteen top automotive creators were invited. Alan's reel of four G-Classes spinning on the Strip was the best-performing of all of them.
14MCLA × Hot Wheels: the reveal, from the crowdMercedes-Benz. CLA × Hot Wheels: the reveal, from the crowd
A co-branded car reveal shot as the guests saw it. 14M views for a collaboration between a carmaker and a toy brand.
Brief a launch like this
World premieres, social-first concepts and production for your own channels. Send a brief and get a proposal within 48 hours.