Viacom Outdoor Wins Pitch For Mercedes Business
Viacom Outdoor has secured the advertising contract for the launch of the new Mercedes-Benz CLK class and has beat-off 40 other contenders to win the Daimler/Chrysler Media Award.
Viacom was awarded the contract after jointly winning the competition, which asked media owners to pitch creative ideas to support the marketing push for the new Mercedes, using a potential budget of £100,000.
The outdoor contractor, which shares the award with The Spectator, saw off entries from The Daily Telegraph, The Independent, Adshel, JCDecaux and IPC’s recently revamped style bible Wallpaper*.
Viacom Outdoor’s pitch, which represents the first time an outdoor advertiser has won the five year-old competition, proposed transforming the travelator at Waterloo Underground station into an art exhibition.
The outdoor contractor claims that the art gallery concept will allow the brand values of Mercedes Benz to be exhibited, whilst also emphasising the innovations and design of the CLK Cabriolet.
The initiative will see a series of specifically designed and illustrated panels appear alongside the travelator at Waterloo to create the gallery effect. This will be supported by illuminated 6-sheets, 4-sheets and a launch party for key Mercedes customers.
The Spectator’s novel approach to the brief, included utilising the £100,000 budget to remove all advertising from the magazine, leaving a blank space designed to reinforce the notion that “space is the ultimate luxury”.
Commenting on the winning briefs, Andy Aston, associate director of BJK&E, said: “The winning entries have illustrated a full understanding of the brief, whilst also developing a highly creative communications solutions.”
Earlier this year Viacom Outdoor secured Carling as the first sponsor of an innovative new advertising platform that will see branded buskers perform across the London Underground Tube network (see Viacom Outdoor Plans Sponsored Buskers).
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk
Recent Outdoor Stories from NewsLine Maiden Awarded £1.8m Railway Advertising Contract Audi Launches Biggest Ever Outdoor Ad Campaign JCDecaux Promotes New UIP Movie With Sonic Bus Shelters
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left