WallDecaux: Mercedes Key To Viano Campaign

For their customer Mercedes-Benz Vans, Lukas Lindemann Rosinski implemented an interactive outdoor event on Wall AG's digital advertising displays in Berlin underground station Friedrichstrasse, which blurred the line between classical outdoor advertising and interactive entertainment. Under the slogan "Key to Viano", passers-by were offered the unprecedented opportunity to control digital advertising displays using their own remote car keys.

Together with technical- and software engineers, LLR developed a system which recognizes the remote car key signals via a radio receiver, informs the control unit of the digital LCD projectors and starts a new film clip each time a signal is received. To set the stage for this interactive event, centring around the 12 digital advertising displays opposite the platform, the underground station had to undergo a near complete redesign, accomplished in collaboration with WallDecaux Berlin.

Every time a remote car key -- no matter for which brand of car -- was operated, the side door of a digital Viano opened, and different kinds of passengers descended the vehicle: sometimes weird, sometimes colourful, sometimes from another world. But they all had one thing in common: They strikingly demonstrated the impressive capacity of the Viano's passenger compartment.

A passerby could, with a bit of luck, capture the film clip showing a Viano with chauffeur waiting for him. In this case, the Mercedes-Benz promotion team present on location invited the lucky winner to one of the Viano shuttles already waiting. The winner's journey then continued as an exclusive VIP ride to his or her Berlin destination.

Plenty of time for the winners and their companions to convince themselves of the many merits of the Viano.

In charge of project at Mercedes-Benz Vans:
Marketing: Nicolai Berger
Advertising: Till Wartenberg

In charge of project at LLR:
Management Creation: Arno Lindemann, Bernhard Lukas
Creative Director: Markus Kremer, Thomas Heyen
Creation: Teja Fischer, Moritz Frehse, Tobias Schröder
Consultants: Jascha Oevermann, Gero Quast

In charge of project at WallDecaux:
Askan Lerche, Nadja Vogel

Content Production:
Director: Tibor Glage
Producer: Henrike Boege, Martin Schoen
Film Production: Markenfilm Crossing
Post Production & Animation: Liga_01 | Hamburg
Producer: Alexander Schillinsky, Pablo Bach
Technical Implementation: Freshlabs GbR -- Carsten Schwiering, Tim Isenheim

Category:

Entertainment

Tags:

• JCDecaux
• outdoor
• outdoor advertising
• Berlin
• Friedrichstrasse
• underground
• metro
• car keys
• innovative campaign
• creative advert
• Mercedes
• CaseViano
• Intro
• V10
• CC
• V1
• EN
• 99Sek

[jmlbm]

+1 for innovation

[Syntox]

I look forward to a future where advertising is everywhere I go, at all times even in my home. Or perhaps sitting on the loo. And interactive. I cannot WAIT.

[geekstor]

any interaction with a billboard,poster or other brand related item is good. it is better than no interaction at all. i am more likely to remember a brand if there's been any type of interaction.

and QR codes.....booooooring. bluetooth? boring mp3 downloads.

i would have wanted to see it. rather this than another qr code for nothing.

love this idea!

[pdcouto]

I don't think this the right target audience for this kind of van. And also consider the logistic of keeping the vans with drivers and people checking if the viewer was watching the right clip. Seems like it's more a campaign to sell the campaign, the ad agency and the tech instead of selling the products.

[ccquintana1]

Excellent idea, innovative and in the perfect place.

[zabakkabou]

not bad 

[jianghao0718]

that's a very neat idea to make use of our car key -- an ubiquitous wireless computing device

[2fromcenter]

i'm sick of these bullshit half-campaigns

[robinpe]

so typical JvM