How To Explain A Complex Product Concept Easily.

Takes some cleverness to demonstrate a complex concept so a prospective customer immediately sees through to the benefits. Outstanding marketing communications was the key to Mercedes Benz’s award-winning presentation of its new pre-safe capability, as Quentin O’Reilly reported (http://bit.ly/qNt3d7).

Mercedes was looking for a way to communicate the abilities of their new crash-avoidance system, so they simulated a see-through wall for motorists at a busy Hamburg intersection by projecting on the side of a view-blocking building the live around-the-corner scene.  The arrangement enabled motorists to “see” potential traffic hazards before they came into actual view, giving them more reaction time to avoid possible accidents.

Viola!  The Mercedes message.

And an award for the ad agency.