News
Electroluminescent Technology highlights avant-garde design features of the all-new 2010 Mercedes-Benz GLK-Class
First luxury auto brand to use outdoor billboard technology in Toronto market
TORONTO, February 4, 2009 – To launch the all-new 2010 GLK-Class mid-size premium SUV, Mercedes-Benz will highlight the striking design features of the vehicle using electroluminescent (EL) technology. A first in Toronto for the luxury auto segment, the billboard will debut this week on the highly trafficked Richmond and Adelaide streets, near the Don Valley Parkway, giving the vehicle’s striking design prime visibility.
Developed by BBDO Toronto, with creative provided by Jung von Matt, Mercedes' agency of record in Germany, the GLK launch campaign includes out-of-home (a combination of backlights and superboards in five major markets); magazine insertions and a national newspaper campaign.
“The idea behind the campaign launch was to focus on the GLK’s unexpected design features,” says Pieter van der Griend, Manager, National Marketing Communications, Mercedes-Benz Canada. “The vehicle’s exterior is edgy and modern – a real departure from what consumers would typically expect from a Mercedes vehicle. What better way to show off these striking features and angles than by using the lighting effects of the billboard’s electroluminescent technology. The concept was a natural fit for the GLK launch.”
The electroluminescence essentially lights up the design lines and trim along the car creating an animation within the static image. Paper-thin electroluminescent pads are first placed behind the static image. Then individual sections are programmed to light up sequentially via flat electrodes on the back of the sign to create a simulation of movement or animation. The seamless flow of action gives the impression of actual motion in real time.
“The billboard breaks the norm of traditional luxury vehicle ads,” says Paul Reilly, Senior Vice-President, Managing Director, BBDO Toronto. “The entire campaign stems from the GLK’s brand platform of ‘You’ve never seen a Mercedes like this’. It’s a great vehicle with great attributes, and we felt that in today’s market it was necessary to do something new to engage consumers with the message.”
Luminous Media, the Canadian manufacturer of the billboards recently produced a new glossy surface on the electroluminescent poster that allows the billboard colours to be more vibrant during day and night. The Mercedes 2010 GLK launch is the first time this product has been used on a billboard in Canada.
Astral Media provided the billboard and OMD did the media buy.
About Mercedes-Benz Canada
Mercedes-Benz Canada is responsible for the sales, marketing and service of the four brands within the Mercedes Car Group in Canada; Mercedes-Benz, smart, AMG and Maybach. Headquartered in Toronto, Ontario, Mercedes-Benz Canada employs approximately 1,050 people in 19 locations across Canada. Through a nationwide network of 18 Mercedes-Benz owned retail operations and 39 authorized dealerships, Mercedes-Benz Canada sold 24,117 vehicles in 2008, the best year ever reported for Mercedes-Benz Canada Inc.
About BBDO
BBDO Canada manages the communication needs of some of Canada’s largest and best-known brands. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global advertising, marketing and corporate communications company.
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For further information, please contact:
Shari Balga
Manager, Agency Media Relations
BBDO Toronto
416-972-5306
shari.balga@bbdo.ca
