Viacom Outdoor Embarks On Media First With Mercedes

Viacom Outdoor is launching a unique six-week ad campaign to promote Mercedes Benz at Waterloo railway station in London.

The campaign will see the luxury car brand showcase the safety features of the its new CLK Cabriolet through a series of 36 specially designed and illustrated panels along the ‘trav-o-lator’ moving walkway that links Waterloo mainline and underground stations.

The initial activity, secured through Viacom Outdoor’s special projects team, Impact, will be supported by a series of illuminated 4-sheets and 48-sheets at key business stations across the London Underground Network.

Katy Driver, group head of BJK&E, the agency behind the campaign, said: “By working in partnership with Viacom Outdoor and Campbell Doyle Dye we have created a true media first. The trav-o-lator format perfectly demonstrates the concept of a journey while explaining the Mercedes Benz safety features to create a truly impactful campaign.”

Viacom Outdoor secured the business in the recent DaimlerChrysler Media Award, which invited media owners to pitch creative media solutions as part of the launch of the new Mercedes Benz CLK Class Cabriolet (see Viacom Outdoor Wins Pitch For Mercedes Business).

Earlier this month the Outdoor Advertising Association launched its biggest ever advertising campaign to demonstrate the power and effectiveness of outdoor advertising (see New Campaign Uses Pop Art To Promote Outdoor).

Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk

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