| Title | THE NEW A |
| Brand | MERCEDES-BENZ |
| Product/Service | MERCEDES-BENZ A-CLASS |
| Category |
B06. Use of Ambient Media: Large Scale |
|
Entrant
|
FOLK FINLAND Helsinki, FINLAND
|
|
Idea Creation
|
FOLK FINLAND Helsinki, FINLAND
|
|
Media Placement
|
OMD FINLAND Helsinki, FINLAND
|
|
Production
|
VALVE MEDIA Helsinki, FINLAND
|
|
Additional Company
|
VALVE MEDIA Helsinki, FINLAND
|
|
Additional Company 2
|
IROKEESI Helsinki, FINLAND
|
|
Additional Company 3
|
MERCEDES-BENZ FINLAND Vantaa, FINLAND
|
Credits
| Tommy Mäkinen |
Folk Finland |
Creative Director, Copywriter |
| Lasse Paasto |
Folk Finland |
Copywriter |
| Antti Sevänen |
Folk Finland |
Junior Copywriter |
| Jussi Sahrman |
Folk Finland |
Client Director |
| Sanja Tamminen |
Valve |
Project Manager |
| Jotti Taival |
Valve Media |
Director |
| Kimi Issakainen |
Folk Finland |
Art Director |
| Kimi Issakainen |
Folk Finland |
Art Director |
| Annemi Kuusela |
Valve Media |
Producer |
| Heikki Slåen |
Valve Media |
Director |
| Jukka Eggert |
Valve Media |
Editor |
| Annika Green |
MKTG |
Account Director |
| Laura Hyvärinen |
MKTG |
Executive Producer |
| Satu Uotila |
MKTG |
Producer |
| Kristiina Railo |
OMD Finland |
Creative Director |
| Mona Pitkänen |
OMD Finland |
Media Planner |
| Markus Rauramo |
OMD Finland |
Creative |
| Kasper Jansson |
Mercedes-Benz |
Marketing Manager |
| Teemu Tallqvist |
Mercedes-Benz |
Product Manager |
| Yasemin Gustafsson |
Mercedes-Benz |
Marketing Assistant |
| Maria Hakala |
Mercedes-Benz |
Marketing Assistant |
The Campaign
The creative idea was simply to replace the letter A with the A-class at unusual advertising spaces to make a lasting impression.
Creative Execution
The letter A in the Hotel Marski neon sign was replaced by a new Mercedes-Benz A-class.
The event was recorded and shared online for all to see in just 12 hours after the shoot.
The two-week campaign was supported with a front page ad on Helsingin Sanomat and several digital screens near Hotel Marski along with other advertising.
In Facebook and YouTube the video has 941 785 views with a total reach of over 2 000 000. That’s a lot in a country with a population of 5,5 million.
Unique way of using advertising space. Special stunt.
Insights, Strategy and the Idea
The solution was found at the heart of Helsinki in Mannerheimintie: the neon sign atop Hotel Marski of which the letter A would be replaced with a new A-class. This would happen exactly on the day of the 130 year anniversary of Carl Benz’s patent application on January 29.