The G-Class is able to take on any terrain. We wanted to point out that the G-Class reaches places that others can’t. Therefore we had to bring our ads to places no other ad had been before: to the highest mountaintops in Germany. On every mountain in the German Alps there is a summit log book for climbers to sign when they reach the top. A team consisting of an art director, copywriter and an illustrator climbed five German peaks, and drew advertisements for the G-Class in these summit log books.

As a result of the promotion around 190 customers contacted the dealers and took test drives within three months of the launch date. Even more importantly the ‘Summit Log Ads’ became the talk of the town. The ads were discussed in various blogs and the pictures appeared on flickr.com. Local newspapers, off-road publications, and mountain climbing magazines wrote articles about it. Thus, we achieved broad media coverage with a small budget.