The key to a successful experiential activation is ensuring your message reaches the right audience, at the right time and in the right place.
Mercedes’ ‘Key to Viano’ experiential campaign uses extremely clever and innovative technology to give their consumers a firsthand look at the new Viano.
By understanding that many tourists drive to the edge of Berlin, park their cars and then use the underground system to travel in and around the city, Mercedes set up 12 digital billboards within Berlin’s underground system. These digital billboards were armed with unique technology sensitive to the use of a car key.
Passers-by could activate the digital billboards by using their own remote car keys. Once activated, a video would highlight the car’s capacity, showing different passengers getting out of the vehicle. If, however, the side door opened and no passengers appeared the lucky participant would embark upon an exclusive VIP trip in a Viano which was waiting for them outside the station.
We love how they use emerging technologies, including a surprise element to give consumers an opportunity to try out and learn about the new Viano Mercedes.
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