The Mercedes Benz E class has been awarded the gold Khuza award, and has flighted the campaign on Wideopen Platform’s 581m2 hoarding on Sandton’s Katherine Street. The Khuza Awards are South Africa's largest youth marketing and communications research-based advertising communication awards.
Originally flighted in 2009, designed by BBDO and booked by OMD, the Mercedes Benz E-Class campaign was brought to life by Wideopen Platform’s large format outdoor media solutions, and in particular its Katherine Street hoarding adjacent to Atholl Square. The site is poised to the masses travelling into and out of the Sandton CBD.
Wideopen Platform Sales Director Ryan Cohen comments that for Mercedes it was crucial to be in close proximity to high traffic, upmarket malls and hotels to maximise the effectiveness of its E-Class launch campaign.
‘The strategy behind the outdoor component was to target high income, non-Mercedes and existing Mercedes drivers who may be swayed to convert to the E-Class,’ he says. ‘The sheer size of the site allowed the E Class to boldly communicate its promises of superior driving comfort, style and safety. We’re delighted to have been part of this award winning campaign,’ concludes Ryan. |
