The idea then was simple – utilise this aperture to get our message across.

We partnered with Emarat Petrol Stations to create ‘live’ ads on their forecourts.

When a luxury sedan pulled up to the pump to refuel, an S-400 representative dressed in Mercedes-Benz overalls would approach the front of the car.

After engaging with the driver, the representative would then spend no more than 60secs flicking through A3 cue cards telling the story of the new S-400 Hybrid – a combination or illuminating copy and visuals.

With a minuscule budget, we developed an original and innovative way of reaching our target audience. Not only was this activity a first in the Middle-East, we’re pretty sure it’s the first of its kind in the World.

This meant that the campaign gave Mercedes-Benz some priceless PR and exposure. The forecourt stunts gained considerable news coverage on national television, radio, online, newspapers and trade magazines. Finally, from a driver’s perspective it was clearly evident that we created the right impact on the forecourts. They were incredibly appreciative of the way we filled their ‘dead time’ whilst in their cars.