Mercedes-Benz Cars launches luxury campaign with new S-Class installation at London's BFI IMAX

  • Two new S-Class displays feature until 13 December
  • Campaign is the start of ‘new approach to luxury’ for Mercedes-Benz Cars
  • Massive LED light displays; then iconic images featuring Lewis Hamilton, Roger Federer and Alicia Keys

Mercedes-Benz Cars has launched a campaign to showcase the new S-Class at the BFI IMAX in Waterloo, London, the UK’s largest outdoor media space.

The new luxury saloon arriving in the UK in early 2021, is the most advanced car ever-launched by Mercedes-Benz, and the IMAX installation highlights innovative digital lighting technology – such as the car’s new DIGITAL LIGHT which has over 2.6 million pixels - alongside striking images of the car, using 39m2 of LED lighting diffusers around the installation.

The IMAX - at more than 120 metres-around, over 14 metres high and with over 48,000 LEDs - lends itself perfectly to promote the new digital technologies and luxurious features within the new S-Class.

Rob Halloway, Marketing Director, Mercedes-Benz Cars UK said:
“Launching an S-Class is always a really exciting time for Mercedes-Benz Cars. It always brings so much new technology, luxury and innovation to market. The new model is the most advanced car we’ve ever built. The BFI IMAX gives us the perfect landmark location from which to launch our own new icon.

S-Class arrives a year after we launched the UK Mercedes-Benz Online showroom, which is another important part of our transformation into more digital channels. Every new and used car our retailers offer are available to search and purchase. Thousands of customers have chosen to buy their Mercedes-Benz from their phones and homes over 2020. S-Class will also again be available to buy online.

This also marks the dawn of a new era for Mercedes-Benz, which is one of the World’s biggest, most recognised premium brands. Now we will continue with our mission to be the World’s most loved luxury automotive brand.”

This forms part of globally coordinated campaign, from Daimler Chairman Ola Källenius’s vision to launch the new S-Class in 7 iconic cities around the world - to achieve maximum impact. Such an approach is a first for Mercedes-Benz.

The two-week activity is now live, running until 13 December. The first week saw a mix of innovative lighting and visuals, using the latest LEDs, where the new
S-Class headlights, rear lights and ambient lighting were activated in a unique lighting display – bringing the car to life. In fact, at 5.5m2 the headlight is the largest single diffused light ever installed at IMAX.

Close attention was paid to every detail – working closely with Mercedes-Benz Research & Development engineers at the factory in Stuttgart, ensured the clever lighting and animation effects were absolutely accurate, and the ambient lighting colour is authentic to the exact pantone references used in the car.

During the second week, the S-Class will be featured digitally alongside some of the biggest icons in sport and entertainment; Lewis Hamilton, Roger Federer and Alicia Keys. 

The creative for the campaign was produced by Mercedes-Benz Cars’ creative marketing agency Antoni Garage Gmbh, working alongside media agency AMQ, part of Omnicom and also Ocean Outdoor – and the campaign is also incorporated across Mercedes-Benz and parent company Daimler’s global social media channels.

ENDS

For more information you can contact:

Debbie Hull
Communications Director
Mercedes-Benz Cars UK Ltd.
T: +44 (0) 1908 301313
M: +44 (0) 7841 451444

Andrew Dean
PR Manager
Mercedes-Benz Cars UK Ltd.
T: +44 (0) 1908 245295
M: +44 (0) 7789 942898

Rachel Goodwin
Senior Press Officer
Mercedes-Benz Cars UK Ltd.
T: +44 (0) 1908 245932
M: +44 (0) 7342 066776

Sheena Hamilton
Senior Press Officer, Brand and Lifestyle
Communications
Mercedes-Benz Cars UK Ltd.
T: +44 (0) 1908 301330
M: +44 (0) 7769 640719

Jo Watkins
Digital Press Officer
Mercedes-Benz Cars UK Ltd.
T: +44 (0) 1908 301115
M: +44 (0) 7834 198747

Kate Price
Press Fleet Coordinator
Mercedes-Benz Cars UK Ltd.
T: +44 (0) 1908 245348
M: +44 (0) 7850 063396

 

About Mercedes-Benz Cars in the UK
Mercedes-Benz Cars UK is the sales and marketing organisation responsible for all Mercedes-Benz Cars and services in Britain (including smart). 

As well as selling cars, parts, and service, the company runs Mercedes-Benz World at Brooklands – a brand experience centre in Weybridge, Surrey. Mercedes-Benz World has welcomed over 3 million visitors since it opened in 2006.

The Mercedes-Benz UK group of companies directly employs over 4000 people, and 11,000 at independent retailers. Over 500 Apprentices have passed their professional qualifications at the company’s in-house Training Academy. The UK is also home to Mercedes-Benz High Performance Powertrains and the Mercedes-AMG Petronas Motorsport Formula 1™ team.

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