The highlight of the campaign at the launch of the new A-Class in Austria was the branded tram waiting hall in front of the Vienna Opera House. The waiting hall was transformed into an interactive Mercedes-Benz showroom, where, for the first time, passengers and passers-by could experience an instant test drive at the touch of a button. An interactive screen with touch controls, like in the new A-Class, presented all the information, images and videos about the vehicle and made the invitation to a test drive. Anyone pressing the installed button was picked up a few minutes later, right at the waiting hall by an A-Class, for a test drive around the Ringstraße.
The campaign, that linked interactive information with a genuine live experience, was unique in its form. Furthermore, the waiting-hall-showroom offered features, such as a selfie-camera and a carpet of sound, as well as beacons that sent a signal for mobile devices, with activated Bluetooth, in the surroundings and invited the installation of a Mercedes-App. In addition, the new A-Class will also be presented throughout the whole of Austria by the City Lights campaign until the 16th May.
Bernard Bauer, company spokesman for Mercedes-Benz Austria, outlined the background of the campaign: “The new A-Class is extremely personable, that’s why we are working with the slogan “Just like you”. The new MBUX, the intelligent Mercedes-Benz User Experience, is revolutionary and is being used for the first time in the new A-Class. MBUX is a completely new and adaptive interactive multimedia system that is adjustable to the habits of the driver, and is controllable extremely easily by voice command, touch screen or touch pad. With this campaign, we are encapsulating the benefits of the A-Class and demonstrating how easy the new A-Class is to drive: at the touch of a button.”
“The new A-Class has not only one highlight, but many, just like the waiting hall branding. We wanted an idea that made each feature of the A-Class come alive with each feature of the medium, so, therefore, the waiting hall. Conceptually, a waiting hall branding provides great scope for all technology and design ideas. And that is just what the passengers have now: from the touch screen to the iBeacon and the Selfie-City Light, to the surprise test drive – the A-Class can be discovered in a playful manner”, says Erich Enzenberger, Creative Director at PKP BBDO.
Ruth Stipits, Senior Account Manager, FUEL @ Publicis Media adds: “For us, the waiting hall branding was an important component of the A-Class launch campaign and the perfect way to accentuate the technical highlights, as well as the special specification features of the new model. The success of this campaign is based on the combination of the interactive touch screen for playful exploration of the content and the surprising possibility of an on the spot test drive! This was all topped off by the Wow-Effect of being able to experience the various features of the new A-Class live during the drive. Driving pleasure was definitely guaranteed!”
“Waiting hall branding is one of the Out of Home forms of advertising”, says Andrea Groh, CSO at Gewista, “that always opens up more diverse and creative design possibilities, which the Gewista – “Innovative & Ambient Media Team” develop and implement in cooperation with our clients. Mercedes-Benz is taking full advantage, here, of the design potential, with superb new features, such as interactive screen content, beacons, as well as individualized and communicable contents and impresses with a promotional idea never staged before in this form, in which passengers, at the touch of a button, on an interactive touch screen can express interest in a test drive and be picked up right outside the waiting hall. In addition, the choice of such a wide-reaching, top location on the Opernring grants this Eye Catcher an extremely high sustainability value for recipients.”
Credits:
Contracting Client:Mercedes-Benz
Creative Agent:PKP BBDO
Media Agent:Fuel@Publicis Media
Advertising method/Out of Home-Mediamix:
Total look Waiting hall at the location of 1010 Vienna, Opernring 1 – integrated City Light 46” – touch screen with selfie-cam function, sound effects, Bluetooth beacons with Mercedes-App, and promotional day with test driveNational City Light – distribution: Duration of campaign: 3.5 – 16.5.2018
Christian Brandt-Di Maio
Corporate Communications Manager
E-mail: christian.brandt-dimaio@gewista.at
Mobil: +436641000 807
