Showcasing a new car model at a busy airport is tricky, since people are not allowed to enter inside the cars (they are locked due to security reasons), nor able to test-drive them - for obvious reasons. But we made it possible through new technology, and even added two of the most spectacular roads in Europe for a totally new experience.

By utilizing the latest in 360-degree camera technology, Oculus Rift 3D-goggles and a custom-built installation, we brought the sensation of test-driving the new Mercedes-Benz C-Class - at the airport. And we even hit our target group exclusively, as the sole commercial brand inside the airport business lounge. Instead of spending advertising dollars to attract busy and hard-to-reach business people, we brought the test drive to them!

Knowing our core target group is business men who travels a lot, we created a completely new media vehicle based on a partnership with SAS (no1 premium Scandinavian Airline). We created a new destination in the SAS Business-lounge; through revolutionary 360-degree camera technology, the Oculus Rift goggle and a custom-built installation, our target group were able to virtually test-drive the new C-Class, choosing between two of the most spectacular roads in Norway.

We invited to the test drive through both SAS’s and MB’s own channels, as they share the same core target group, making our efforts highly targeted and efficient.

The campaign created massive PR, sparking a debate about future tech-trends and solutions for marketing, showing Mercedes-Benz in the forefront of technology and innovation. Over 40 newspapers and TV stations launched stories about the experience.

We achieved more than 4 times the number of test drives for the C-Class than Mercedes-Benz see after a normal campaign across all their models!

And it all resulted in a massive uplift in important brand values such as “innovative” and “sporty”, increasing respectively from 45% to 82% and from 29% to 68%. A true premium experience!