Innovative interactive digital advertising campaign for Mercedes-Benz on the Berlin metro

JCDecaux has carried out a striking interactive advertising campaign for Mercedes-Benz at the Friedrichstrasse metro station in the city of Berlin that invited the public to use the remote controls of their own cars to make the announcement of the screen, that seemed static, was set in motion.

To promote the new Mercedes-Benz vans, German agency Lukas Lindemann Rosinski launched an interactive event on Wall AG's digital advertising screens at the Friedrichstrasse station of the Berlin metro, that crosses the line of separation between classic outdoor advertising and interactive entertainment. Under the slogan “Key to Viano”, Passers-by were offered the opportunity to control digital advertising displays using their own car remotes..

Together with technical and software engineers, the Hamburg agency developed a system that recognized signals from the car's remote control via a radio receiver., informing the control unit of the digital LCD projectors and initiating a new film clip each time a signal was received. To set the stage for this interactive event, centred around 12 Digital advertising screens located in front of the platform, The metro station had to undergo an almost total redesign, carried out in collaboration with JCDecaux.

Every time someone pressed the remote control of their car – It doesn't matter what brand –, the side door of a digital Viano opened, and different types of passengers got out of the vehicle: sometimes strange, sometimes colored, sometimes otherworldly. But they all had one thing in common.: demonstrated the enormous capacity of the Viano's passenger compartment.

A passerby could, with a little luck, capture an image on film showing a Viano with a driver waiting for him. In this case, the Mercedes-Benz promotion team present at the site invited the lucky one to get on one of the Vianos they were waiting for and gave him a long and exclusive VIP ride to his destination in Berlin.

[youtube]HTTP://www.youtube.com/watch?v=d9PIgi1CnK0[/youtube]

Other articles on JCDecaux