What would happen if you found the new Mercedes SL in your parking space?Something is going on at Mercedes. This is the tagline of its latest campaign in Spain. And now,for the Mercedes SL launching, it is an experience.This happened to Rodrigo, Laura and Jaime in Spain. This jaw-dropping sports car, one noteand the car keys were waiting for them in their garages.We captured their reactions with hidden cameras and mics all over the place, and their familyand friends acted as our baits to set the switch.The result, a viral video that connects to real people with real content.

We used a new outdoor media to communicate the new Mercedes SL: the car itself.We parked the Mercedes SL at real people’s parking spaces, with instructions and the car keys on its thegarage of real people with instructions and the keys on its windshield.We did use the parkings as well, filling it with more cameras to capture the reactions of these people whofound the Mercedes SL as their one-day car.Once they took off the garage, the Mercedes SL kept driving around Madrid for three days, creating hypeand buzz among the pedestrians and drivers that saw the sports car.

For us, it was a lottery. You can’t control the 'real people' factor, and it was the big idea of this project. What we did control was the making of, hiding all mics and cameras the best we could and counting on baits to make the switch, and convincing Mercedes to take the risk with us instead of doing it with actors. At this point, we are succeeding. We can’t define it a success yet, as we launched it 3 days ago and the results keep growing. If you want to make the call, you can view it on YouTube.