KEY TO VIANO by Lukas Lindemann Rosinski, Walldecaux for Mercedes-Benz

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KEY TO VIANO

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Germany
Agency Lukas Lindemann Rosinski
Creative Director Markus Kremer, Thomas Heyen
Art Director Moritz Frehse
Copywriter Teja Fischer, Tobias Schroeder
Producer Martin Schoen, Henrike Boege
Agency Walldecaux
Released November 2011

Awards

Eurobest 2012
Direct Best Use of Digital Media Silver
Outdoor Ambient: Digital Outdoor Bronze
Direct Cars & Automotive Services Bronze
Promo & Activation Cars & Automotive Services Bronze
Promo & Activation Event & Field Marketing Bronze

Credits & Description

Type of entry: Ambient
Category: Digital Outdoor
Advertiser: MERCEDES-BENZ VANS
Product/Service: MERCEDES-BENZ VIANO
Agency: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Advertiser MERCEDES-BENZ VANS
Product MERCEDES-BENZ VIANO
Entrant LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Type of Entry: Ambient
Category: Digital Outdoor
Title: KEY TO VIANO
Advertiser/Client: MERCEDES-BENZ VANS
Product/Service: MERCEDES-BENZ VIANO
Entrant Company: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
DM/Advertising Agency: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY

Description of Ambient execution
We organized an interactive outdoor event named „Key to Viano“ at the highly frequented metro station Friedrichstrasse in Berlin. It’s near the well-known sights German Bundestag and Brandenburg Gate that are visited by many tourists every day. Many visitors drive to the city with their own vehicle and park their car to use the underground’s rail network. We used this fact at the metro station by letting passers-by control the existing displays with their own car keys. Therefore, engineers and computing experts developed a purpose-built receiver of incoming signals from remote control car keys. The receiver responded to car keys of any manufacturer and allowed people to open the Viano’s side door on a digital billboard. The result: surprising passengers got out of the van - dancing samba girls, female bodybuilders, huge robots or a load of colourful bouncy balls. All these underlined the huge capacity of this unique van and entertained the people waiting at the metro station.
Large floor graphics and 12 digital displays (2,4 m x 1,8 m) at the station invited people to join the event and opened the Viano on the displays with their own key. In addition, a Mercedes-Benz promotional team animated the people and walked the winners out to one of the available Vianos in front of the metro station. Because every passer-by who opened the Viano and saw the exiting chauffeur experienced the Viano for real – on a VIP-drive to a desired destination.