Mercedes-Benz flies high in print

The luxury car brand has let loose a multi-platform media campaign behind its flashy new SLS AMG.

Globe and Mail readers might have been surprised last week to find not a typical glossy brochure for a new luxury car in their newspaper, but rather a full-size poster of a car door-winged Pegasus, worthy of any teenager’s bedroom.

The FSI was part of the launch campaign behind the Mercedes-Benz SLS AMG, a sexy, 563-horsepower, gull-winged sports car. With creative by BBDO in Toronto and media by OMD, also in Toronto, the campaign spans print, OOH, online and in-dealership POS.

The FSI was a one-day affair, but the rest of the campaign it helped launch is currently in-market, targeting high-income Canadians through business, finance, style and design-focused media. (The SLS AMG retails for $198,000.) The print aspect includes the Globe FSI and magazine ads in Report on Business, International Architecture and Design, Sharp, EnRoute and Holt Renfrew magazine. The campaign will run through until fall.

The online buy includes Canadian inventory on, and and OOH includes superboards in key Canadian markets. In-dealership POS is included as well.

The FSI was a first for the brand, Richard Trevisan, national marketing communications manager, Mercedes-Benz Canada, tells MiC.

‘We wanted to try something really unique to launch the vehicle, something that had high impact and gave people the chance to experience the brand by giving them something of value to hang on their walls if they so desired.’

‘The altered Pegasus image was incorporated into the piece as an eye-catching shot to create stopping power for those who come across the FSI,’ he adds.

The Globe and Mail insert, unfolded to reveal its full, mythical glory.

This date on this article was changed from May 31, 2010 to June 1, 2010, to address a technical issue.