| Brand | MERCEDES-BENZ |
| Product/Service | S400 HYBRID |
| Entrant | OMD Dubai, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Small Scale |
| Entrant Company: | OMD Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | OMD Dubai, UNITED ARAB EMIRATES |
Credits |
| Chief Creative Officer | Nick Tapley |
| Executive Creative Director | Karan Kukreja |
Execution
To highlight the ECO-credentials of the new Mercedes-Benz S400 Hybrid, we ran ‘live’ ads on their forecourts of Emarat Petrol Stations in Dubai, UAE. When a luxury sedan pulled up to the pump to refuel, an S-400 representative dressed in Mercedes-Benz overalls would approach the front of the car.
After engaging with the driver, the representative would then spend no more than 60secs flicking through A3 cue cards telling the story of the new S-400 Hybrid – a combination or illuminating copy and visuals.