Mercedes Viano Interactive Ad Campaign is Extremely Clever – Video
Inside Berlin’s Friedrichstrasse underground subway station, German luxury automaker Mercedes-Benz launched one of the more clever advertising campaigns we’ve seen to date. Dubbed “Key to Viano”, commuters are able to use their own vehicle keys to control the digital advertising displays.
By recognizing car key signals through a radio receiver, a new film clip starts each time a signal is received. To set everything up for the interactive campaign, 12 digital advertising displays were installed and the underground station went through an extensive overhaul that was accomplished in collaboration with WallDecaux Berlin.
Basically, each time someone pushes their remote key near one of the displays, the side door of the digital Viano opens and different kinds of passengers come out, ranging from female body builders to sumo wrestlers to robots. The goal, of course, is to show off just how much room the Viano has inside.
Taking the “interaction” up a notch, if a person triggers the chauffeur clip, they are then escorted by the Mercedes-Benz promotional team on location to a Viano waiting outside the station for an all expenses paid trip to wherever they are heading.
Watch a video of the Key to Viano campaign in action after the break.
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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