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

December 10, 2020 by Mercedes-Benz

•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.

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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 Kallenius'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.