G-Parade
Mercedes-Benz G-Class anniversary campaign
The world's first digital motorcade — made entirely of G-Classes.
The G-Class has a success story like no other car. Since 1979, only 400,000 units have been manufactured, and because it is probably the most robust all-terrain vehicle in the world, 80% are still actively on and off the road.
To celebrate the production of the 400,000th G, we called on the passionate community of G-Class drivers to participate in a digital motorcade that rolled through an epic Instagram story on the Mercedes-Benz channel.
Welcoming N° 400,000 to the G-Class family.
While the 400,000th G-Class was being built at the plant in Graz, we called for submissions on our social channels. The task was easy: take a photo of your beloved G, post it and tag it with #gparade
To make sure, that users submit the perfect pic, we even provided an Instagram filter to help frame the legendary Geländewagen the right way. All the submissions of the community got collected and assembled to our digital motorcade.
In the end, together with the newest addition to the family more than 40 years of the legendary Geländewagen rolled through our parade and users' feeds. And even today, G-Class fans use the hashtag #gparade to proudly share their G online.
© 2024 CWEI — Arnt Christmann & Simon Cazzanelli