Considered the pinnacle of automobile luxury since its launch in the Indian market in 1995, Mercedes–Benz is among the few car-makers to have a varied and extensive range of luxury cars in India. On Saturday, March 10th and Sunday March 11th, 2012, commuters travelling between Pune and Mumbai by road were pleasantly surprised on being greeted with communication by none other than the car company that has captured the imagination of India’s aspiring masses for decades.
It was to attract the high-end segment of a prospective clientele that the eponymous brand decided to campaign at the famous Food Hubs on the Pune–Mumbai Expressway. It is a known fact that food hubs adjoining the area attract maximum high-end traffic on weekends, given that Pune and Mumbai are both important industrial centres seeing a shuffle of workforce. People stopping at these food hubs were greeted by teams from Mercedes. Received with warm smiles and special gift hampers, a whopping 310 commuters that stopped by were also given the opportunity to touch and feel Mercedes cars and even take them for a spin.
This innovative and impacting consumer interaction for Mercedes–Benz India was a brain-child of Vritti i-Media, a major media owning group based in Maharashtra with the sole rights for 360 degree-branding on Expressway & Highway Food malls & prominent stopovers. For Vritti i-Media, the rationale behind this campaign was to emphasise first-hand user-experience. The target groups that advertisers are keen to attract are largely on the move for business and study and so the implication of this campaign hits the nail on the head.
With its 360 degree branding solutions along with its proprietary Audio – Visual Network for out-of-home marketing, Vritti i-Media has effectively reached out to appropriate target audience at transit hubs like highway malls, bus stations or airports in the past. Companies like Bunty Group, State Bank of India, Mango Holidays, Manish Potdar and Pride Purple have already tasted success with Vritti i-Media. Efforts to engage the audience include huge plasma displays, hoardings, information boards, product displays, promotional schemes and interviews. In addition to this, audio communication is also intertwined with bus departure announcement that the audience is eager to hear.
To sum up, by choosing to grab those idle moments when commuters take a break from their arduous journeys, Mercedes–Benz India has experienced victory on the go—quite perfect for the brand which is always driving forward if you think about it.