MERCEDES BENZ: advert-body-1 by Content GmbH & C3 Creative Code

SevenC3’s European parent company, C3, is working for Daimler AG for the first time. An international content marketing campaign was developed in Stuttgart to establish Formula 3 driver Mick Schumacher’s name around the world, as well as encourage younger target groups to take a greater interest in motorsports and cars.

As the main element of this campaign, C3 has produced a five-part video series. The creative idea: even Mick Schumacher has to do the test to get a standard driving license. The son of Formula 1 world champion record-holder Michael Schumacher has been racing for a long time, but this season sees him debut in the FIA Formula 3 European Championship. His racing talent is already clear, yet he still doesn’t have a standard driver’s license. For the creative minds at C3, this was an open invitation for plenty of self-irony and humorous angles – thus gaining some real drive.

The “Fahrschule Furious” car comedy series, or “Furious Driving School” in English, follows Mick Schumacher’s progress at driving school in five video installments primarily targeted at social media platforms (http://bit.ly/2nAYXaj). The 60-second, self-contained episodes are accompanied by more than 70 postings on 20 different channels aimed at creating awareness and interest. In this project, C3 combines the efforts of creation, distribution and performance/analysis.

At the Stuttgart site, the C3 Content Marketing Network has already created the Mick Schumacher web portal (mickschumacher.ms) as well as the website for the Keep Fighting charity initiative inspired by Michael Schumacher (www.keepfighting.ms).