To promote the new Mercedes van Viano, an interactive outdoor event was created on digital advertising displays throughout a Berlin underground station. Blurring the border between classical outdoor advertising and interactive entertainment, the amazing campaign invited passers-by to control the Viano car in the display using remote car keys. Every time a key - no matter for which brand of car - was operated, the side door of a digital Viano slid open, and different kinds of passengers climbed out. From a virtual robot and Sumo wrestlers to Samba dancers – the characters were a weird and wonderful mix! And if a passenger managed to capture a film clip featuring a waiting chauffeur, they had won an exclusive VIP ride to his or her Berlin destination.
For this elaborate event, the underground
station even underwent a near complete redesign – now that’s some serious
advertising!
