We used a conventional billboard in an especially unusual way: by not using it. Instead, we positioned the billboard up above the billboard hoarding. Without incurring high additional costs, we created a high-impact impression while at the same time pointing out the G-Class’s advantage: It reaches parts other cars cannot reach – the very top.

Implementation costs were kept to a minimum through the simple production of the billboard and its placement. The exceptionally resounding response is attributable to the exceptional nature of the placement.