New Delhi, March 26, 2018
With the recent launch of one of the leading luxury car brands, Mercedes Benz S-Class, in India, the brand was looking to spread the news to its potential customers. Airports represent a key venue for Mercedes Benz as Business Class as well as International travelers, form a major part of Mercedes Benz’s TG. Thereby, to endorse the S-Class as the latest premium offering from the brand and make the campaign catch the eye of the customers in an impactful, yet subtle way, keeping in line with the brand image, Mercedes Benz took airport media as a part of their OOH advertising plan.
Two airports were selected post an in-depth analysis of passenger traffic in India in order to educate potential customers about the newly launched S Class- Mumbai and Delhi airports. High visibility media were taken at both the airports in high traffic areas. The entry points to the Multi-Level Car Park at both these airports offer 100% visibility to all domestic as well as international passengers.
At Mumbai Airport, the DRLs within the headlamps in the car creative was lined with LED lights. This impressive innovation immediately drew one’s attention to the hoarding and then to the iconic as well as easily recognizable headlights of the Mercedes Benz.
A 21-day PAN India campaign across multiple cities was carefully strategized to reach out to its TG, out of which Mumbai and Delhi were identified as the key touchpoints.
Times OOH executed the outdoor campaign through its Airport media in association with Kinetic WW who managed the mainline media and outdoor media planning.
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