2012 Winners & Shortlists

The Brief

The strategy was to tease and existing target audience to attend the launch of the new SLK.

Creative Execution

An invitation was sent out to select customers and partners from the Mercedes-Benz database, to invite the for the launch of the new SLK in Sky Bar rooftop night club in Beirut. When you place your palm over the Magic Sky Control roof special film, the heat transfer allows this technology to become transparent, to imitate this unique feature.

Describe the creative solution to the brief/objective.

The new SLK could boast about any number of its features, but we’ve chosen to focus on one feature that captures a unique perspective… Its Magic Sky Control roof with the technology that tints and clears the glass at a touch on a button.

Results

Out of a list of 800 invitees that were teased, a total of 2,000 showed up at the venue that night to witness the unveiling.