Some international campaigns succeed in creating momentously historic landmarks in the global advertising playfield. 4Ps B&M brings to you a review of one such stellar campaign that was active during the month ending April 15, 2012.
Damn... it’s invisible!
Advertiser: Diamler AG
Ad Title: Mercedes: Invisible
Category: Ambient
4Ps B&M Take: Jung Von Matt/alster’s (an agency based in Germany) brilliant job for Mercedes-Benz is a global benchmark on how luxury brands can be promoted through on-ground activation, yet retain the brand’s uber essence. The brief given to the creative team at the agency was clear – to highlight the fact that Mercedes-Benz represents the most innovative drive technology in the world and is future ready. Jung Von Matt/alster decided to create an ambient campaign around the German car major’s F-CELL hydrogen fuel cell technology. Engines that run on hydrogen fuel cells produce zero emissions. This means such cars would be invisible to the environment. Select Mercedes-Benz models were covered with LEDs. Next, a camera was mounted on the other side of the car which would transmit the image to the LEDs. Once ready, the cars were taken to the street. With mounted LEDs, the vehicles appeared to be transparent to people on the street. Every few minutes, the LEDs displayed a message – Invisible to the environment. F-CELL with 0.0 emissions. Dubbed the F-CELL tour, the campaign was live across Germany for an entire week. The ambient campaign was a perfect recipe for mobilising attention and reinforcing the technological prowess of Mercedes-Benz. People on the streets would stop dead on their tracks when these cars would pass by. To increase engagement, some of the LED laden cars were simply parked on the road. Bottomline? The branding exercise executed by Jung Von Matt/alster was bang on target, generated buzz and reinforced Mercedes-Benz’s image as the future of automobile technology. The wonder of it is that if the German giant can do it in Germany, why can’t it replicate the same innovative streak in India, a market where it has now slipped to the third position in unit sales, beaten by BMW and Audi.
Damn... it’s invisible!
Advertiser: Diamler AG
Ad Title: Mercedes: Invisible
Category: Ambient
4Ps B&M Take: Jung Von Matt/alster’s (an agency based in Germany) brilliant job for Mercedes-Benz is a global benchmark on how luxury brands can be promoted through on-ground activation, yet retain the brand’s uber essence. The brief given to the creative team at the agency was clear – to highlight the fact that Mercedes-Benz represents the most innovative drive technology in the world and is future ready. Jung Von Matt/alster decided to create an ambient campaign around the German car major’s F-CELL hydrogen fuel cell technology. Engines that run on hydrogen fuel cells produce zero emissions. This means such cars would be invisible to the environment. Select Mercedes-Benz models were covered with LEDs. Next, a camera was mounted on the other side of the car which would transmit the image to the LEDs. Once ready, the cars were taken to the street. With mounted LEDs, the vehicles appeared to be transparent to people on the street. Every few minutes, the LEDs displayed a message – Invisible to the environment. F-CELL with 0.0 emissions. Dubbed the F-CELL tour, the campaign was live across Germany for an entire week. The ambient campaign was a perfect recipe for mobilising attention and reinforcing the technological prowess of Mercedes-Benz. People on the streets would stop dead on their tracks when these cars would pass by. To increase engagement, some of the LED laden cars were simply parked on the road. Bottomline? The branding exercise executed by Jung Von Matt/alster was bang on target, generated buzz and reinforced Mercedes-Benz’s image as the future of automobile technology. The wonder of it is that if the German giant can do it in Germany, why can’t it replicate the same innovative streak in India, a market where it has now slipped to the third position in unit sales, beaten by BMW and Audi.
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Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face
IIPM – FLP (Flexi Learning Program)
