MUMBAI: 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 travellers, 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 eye catchy to customers in an impactful, yet subtle way, keeping in line with the brand image, Mercedes Benz took airport media as a part of its 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 in 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 per cent visibility to all domestic as well as international passengers.

At Mumbai airport, the DRLs within the headlamps in the car creative were lined with LED lights. This impressive innovation immediately drew one’s attention to the hoarding and then to the iconic as well as easily recognisable headlights of the Mercedes Benz.

A 21-day pan-India campaign across multiple cities was carefully strategised to reach out to its TG, out of which Mumbai and Delhi were identified as the key touch-points.

Times OOH executed the outdoor campaign through its airport media in association with Kinetic WW who managed the mainline media and outdoor media planning.