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Key to Viano

basics
Industry: Automotive & Services
Media:Ambient & Interactive
Market:Germany
Style: Minimalism
descriptioncnen
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.
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Copywriter:
Art Director:
Account Manager:
Producer:
Other credit:Other: Askan Lerche, WallDecaux, Berlin
Other: Nadja Vogel, WallDecaux, Berlin
Other: Harald Mertens, WallDecaux, Berlin
Other: Carsten Schwiering, freshlabs GbR, Hamburg
Other: Tim Isenheim, freshlabs GbR, Hamburg
Other: Vivian Papp
Other: Liberta Haxhikadriu
Other: Martin Schoen, Markenfilm Crossing, Hamburg
Other: Henrike Boege, Markenfilm Crossing, Hamburg
Other: Tibor Glage, Markenfilm Crossing, Hamburg
Other: Daniel Schmidt, Markenfilm Crossing, Hamburg
awards
Cannes Lions International Festival of Creativity 2012
Silver Outdoor
Digital Outdoor
Cannes Lions International Festival of Creativity 2012
Bronze Promo
Best Use of Other Digital Media in a Promotional Campaign
Clio Awards 2012
Bronze Out of Home
Billboard
The One Show 2012
Bronze Pencil Out of Home
Out Of Home / Digital / Electronic - Single or Campaign
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Media Usage & Branded Content
Media Innovation - Alternative Media
Eurobest - The European Advertising Festival 2012
Silver Direct
Best Use of Digital Media
Eurobest - The European Advertising Festival 2012
Silver Outdoor
Best Use of Digital Media
Eurobest - The European Advertising Festival 2012
Silver Promo & Activation
Best Use of Digital Media
Eurobest - The European Advertising Festival 2012
Bronze Direct
Ambient: Digital Outdoor
Eurobest - The European Advertising Festival 2012
Bronze Direct
Cars & Automotive Services
Eurobest - The European Advertising Festival 2012
Bronze Direct
Event & Field Marketing
Eurobest - The European Advertising Festival 2012
Bronze Outdoor
Ambient: Digital Outdoor
Eurobest - The European Advertising Festival 2012
Bronze Outdoor
Cars & Automotive Services
Eurobest - The European Advertising Festival 2012
Bronze Outdoor
Event & Field Marketing
Eurobest - The European Advertising Festival 2012
Bronze Promo & Activation
Ambient: Digital Outdoor
Eurobest - The European Advertising Festival 2012
Bronze Promo & Activation
Cars & Automotive Services
Eurobest - The European Advertising Festival 2012
Bronze Promo & Activation
Event & Field Marketing
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