Case study: creation of iPad applications

To better understand how an iPad application created by ComPart Multimedia can be an efficient marketing tool or an excellent business oportunity, we offer some successful case studies:

Mercedes-Benz: New GLK Class

New GLK-Class:
The future belongs to
to those who have the courage to be different.

GLK
With this very important claim, the New GLK Class aims at being the manifesto of an "innovative" spirit.

The Italian spot presented here in the application has a New York location, the city par excellence for the birth of new cultural trends.

The person who drives a model like the new GLK, different from all other cars in its sector, all alike, has the courage to question everything that represents the actual cliché state of affairs, excesses of society and repetitive standards.

GLK thus becomes the car of who loves to try new stimuli and discover new trends before anyone else. What better opportunity to present the car than with an application on the iPad, the most innovative tablet of all time?

To guarantee maximum visibility for this product, Mercedes-Benz organized an open weekend for the launch on October 23 and 24, 2010, assisted by an important national communication plan, both online and offline, including the iPad application.

The extreme versatility of a tool like the iPad allows us to test new and unexplored pathways of communication with our clients that, in the new digital age, are setting themselves up as interactive and demanding users and no longer just as passive observers.

Eugenio Blasetti, Marketing executive responsible for the products Top Luxury & SUV of Mercedes-Benz Italia

Audience appreciation

The incredible visibility given by the Apple store, the fact that the app is free, numerous positive comments from users all over the world, plus extremely captivating functions designed specifically for a precise demographic, have produced exceptional results, racking up big numbers of downloads and installations.

Oh what a pretty app. I was delighted to find it after complaining that a GLK app didn't exist on my E coupe review.

The app allowed me to learn so much about the Baby G. I was able to build the truck to my taste which made me really want one (eBay searches) especially since snow is on the way. I learned in this app about the synthetic leather option, I never knew MB had this option, sounds odd, but it looks good in the app.

Overall, a sweet offereing from MB. I refuse to delete this app from my iPad. I look forward to the 2012 SLK app.

by Girl600_podcast on iTunes Store USA - 11/dic/10

What advantages has the Mercedes-Benz brand gained from the iPad app?

The application is the ideal product brochure, better than paper, that illustrates the fundamental characteristics of the GLK, complete with photos, films and configurator, with the important advantage of having continuously updated content.
The users have the possibility of inserting their personal data and booking a test-drive directly from the application or even asking for an estimate.
The company’s marketing department has access to this data which is subsequently used for study and anlysis.
The catalogs of Original Accessories and of the Mercedes-Benz Collection were discretely inserted among the functions of the app, creating an important communication synergy between the different business units.