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Posterscope unveils Mercedes-Benz SLS AMG Outdoor Campaign in S Africa
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network2media Bureau   
Thursday, 28 October 2010 09:00 (IST)
Premium brand, positioned on a premium display SOUTH AFRICA: Mercedes-Benz much anticipated SLS AMG model is now available in South Africa – the luxury car brand's outdoor advertising campaign hit streets and shopping mall parking lots recently, playing on the cars distinctive 'gullwing' design feature.

PosterscopeCarni Wilkens, MD of Posterscope, the out of home strategy company behind the campaign who currently handle the lion's share of South Africa's out of home ad spend 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.

Creating optical illusion to draw attention "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.

Large format billboards deployed at strategic locations "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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