New Benz SLS AMG campaign plays on gullwing design
Publicity 28
The Mercedes-Benz SLS AMG model is now available in South Africa, and to promote this, the luxury car brand’s outdoor advertising campaign recently hit streets and the parking lots of shopping malls in a campaign that plays on the car's ‘gullwing’ design feature.
Carni Wilkens, MD of Posterscope, says, “The SLS AMG launched a coupe with gullwing doors which swing open upwards on gas struts. Mercedes-Benz decided to use this unusual and striking feature in our outdoor campaign to really assist in grabbing consumer attention – especially that of car fanatics in the LSM 8-10 category.
“With its niche price tag, we decided to choose limited, yet well-placed space for this outdoor campaign.
Wilkens continues that the creative included stick-on imitation gullwing doors placed on walls within targeted mall parking lots in metropole areas in Johannesburg, Cape Town and KwaZulu Natal.
“The decals create the illusion of the parked car having doors like the SLS AMG. The words “Get the full SLS AMG experience” with a link to the relevant website hits consumers’ right between the eyes as they park.
To supplement the parking lot campaign, various large format billboards were placed at selected high traffic areas within CBDs and media agency, OMD ensured that the campaign was well placed in select consumer publications.
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