Mercedes-Benz illuminates its curves

A national multi-platform campaign, targeting the young and upwardly mobile, test drives brand-spanking new billboard tech.

A billboard debuting new electroluminescent (EL) technology to accent the design features of the new Mercedes-Benz 2010 GLK-Class SUV hit the road in Toronto this week. Located near the Don Valley Parkway, the EL poster both lights up design lines of the car and creates simulated movement as part of a national campaign that includes OOH, newspaper ads and magazine insertions. OMD handled the media buy.

The vehicle’s edgy and modern exterior design is not what consumers expect from the Mercedez-Benz brand, says Pieter van der Griend, national marketing communications manager, Mercedes-Benz Canada, and it’s the star of the campaign developed by BBDO Toronto with creative provided by Germany-based Jung von Matt. Running until early spring, the target is young professionals 35 to 45. Backlights and superboards also make up the OOH portion in Vancouver, Montreal, Edmonton and Calgary, but only Toronto will see the EL unique.

Woodstock, Ont.-based Luminous Media, the manufacturer of the billboards, recently produced a new glossy surface on the EL poster that allows the colours to be more vibrant during day and night. The The Mercedes 2010 GLK launch is the first time this product has been used on a billboard in Canada.