Mercedes-Benz has launched a campaign across 18 Conde Nast Digital sites, including sites that correspond to Conde Nast magazine titles such as Details and Vogue, and also on the web portals created to package Conde Nast content, such as Style.com and Epicurious.com.
The campaign, called "Dashboard," promotes the launch of the Mercedes GLK, a small crossover SUV that represents both a new product and a new category for Mercedes-Benz.
The banner ads have an image of a speedometer on them and invite users to "access a world of helpful lifestyle content in one small package." When users roll over them, they expand to become a rich-media environment that integrates Conde Nast magazine and web content, along with branded video from Mercedes-Benz. Pointroll was the rich-media provider for the campaign.
The ad is like a magazine ad page.
The "Dashboard" campaign is an attempt to replicate that model in an immersive way on the web. "This has been designed as an engagement tool," said Conde Nast Digital senior VP Dee Salomon.