Mercedes-Benz is a German car manufacturer famous for producing innovative technology in their vehicles that are primarily designed for luxury and safety (Mercedes-Benz, 2012). As a market leader in the area in entry-level luxury cars, they have a large budget and thus always attempt to produce interesting, innovative ads that breaks through the clutter.
Mercedes-Benz launched an interactive billboard in Berlin’s Friedrichstrasse underground subway station. Dubbed “Key to Viano”, commuters are able to use their own vehicle keys to control the digital advertising displays. By recognizing car key signals through a radio receiver, a new film clip starts each time a signal is received. To set everything up for the interactive campaign, 12 digital advertising displays were installed and the underground station went through an extensive overhaul that was accomplished in collaboration with WallDecaux Berlin (Autoguide, 2012).
The interactive billboard works in such a way that when someone pushes their own Mercedes remote key near one of the displays, the side door of the digital Viano slides open. Each time, different kinds of passengers come out, ranging from female body builders to sumo wrestlers to robots. The goal, of course, is to show off just how much room the Viano has inside.
OBJECTIVES AND STRATEGY
The objectives of this advertisement is to create awareness and provide information of the room the Mercedes-Benz Viano has. In addition to the primary objectives, Mercedes would have looked to persuade the audience to change attitude, inform and educate and touch emotion through the use of humour in the ad. These objectives are essential in all advertising in order to gain desired effects (Wells et al. 2011).
To meet these objectives, the advertisement needed careful direction to a certain audience, with a message that speaks to the audience’s most important concerns (Wells et al. 2011). Mercedes-Benz...
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