The campaign, created by Weapon7, shows Coulthard driving the new supercar around a well known stretch of open road in 3D.
The film will form the centrepiece of the integrated campaign encompassing outdoor and online, and an AMV created TV ad.
Mercedes says it aims to create a sense of anticipation and excitement, encouraging consumers to participate online and experience the SLS AMG for themselves.
Fans will also have the chance to win “experiences” including driving the SLS AMG around a famous European racetrack, being driven by David Coulthard, tackling the Top Gear track and personalised SLS AMG driving days at Mercedes-Benz World.
The content will be centralised on both an online hub and mobile site. To amplify the idea, online and real world content will be seeded across the digital landscape via social media channels such as Youtube, Flickr, Facebook, Twitter and Blogs.
Weapon7 worked with ISM and Fever PR to deploy social media and content seeding strategies, and with Inc on 3D filming.
Andrew Roberts, communications director, Mercedes-Benz UK says: “Being first to bring a new idea to life is something Mercedes-Benz has an unrivalled track record in. So to signal the launch of our extraordinary new high performance flagship, the SLS AMG, we wanted to take a communications approach that would be both innovative and ambitious.”
Chris Westlake, managing partner at Weapon7, adds: “We’ve developed an innovative use of 3D filming technology that utilises content and social media to deploy an integrated idea through our ’Tempt, Engage and Build’ approach. We have created an engagement idea with the aim of igniting and earning the interest in the SLS AMG among a younger audience encouraging them to participate in the launch of the car.”
Maxus planned media for the campaign.