Media > Use of Media
SLIDING DOOR
SPRINGER & JACOBY WERBUNG, Hamburg / MERCEDES BENZ / 2002
Awards:
Overview
Credits
OVERVIEW
Audience
To announce the “Distronic” proximity control system in the new Mercedes-Benz E-Class.
CampaignDescription
To announce the “Distronic” proximity control system in the new Mercedes-Benz E-Class. After checking relevant formats, we placed the automatic door motifs at three major German airports in the period from 3 March 2002 to 16 March 2002. Business flyers are a key target group. So the media team decided that, for an idea involving automatic doors, there can be no better place than some of the major German airports. We use automatic doors to show the effect of the complex “Distronic” system – with a minimum number of words. Anyone walking through one of the automatic doors causes them to slide open thereby triggering a tangible demonstration of the DISTRONIC automatic distance control, i.e. that it will automatically adjust the distance to the car in front. The idea is a clear winner as it delivers a beautifully simple and precise visualisation of a complex product.
Execution
Business flyers are a key target group. So the media team decided that, for an idea involving automatic doors, there can be no better place than some of the major German airports.
Idea
We use automatic doors to show the effect of the complex “Distronic” system – with a minimum number of words. Anyone walking through one of the automatic doors causes them to slide open thereby triggering a tangible demonstration of the DISTRONIC automatic distance control, i.e. that it will automatically adjust the distance to the car in front. The idea is a clear winner as it delivers a beautifully simple and precise visualisation of a complex product.
MediaStrategy
After checking relevant formats, we placed the automatic door motifs at three major German airports in the period from 3 March 2002 to 16 March 2002.
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