At a cost of six million baht (US$150,000), it is not only the first time the media product known as a "Supersized Night Billboard has been used in Thailand for commercial purposes, but also in the entire region, claims the brand's media agency, CIA Media Innovation.
The innovative buy is part of a media mix involving magazines, newspapers and television in a lavish campaign that signals the country's position as a key strategic market for DaimlerChrysler in the region as the Thai Government tries to develop its status as the Detroit of the East.
"Since Mercedes-Benz is the clear leader in the premium category, we aimed to create leadership advertising to project the brand supremacy," said CIA managing partner, Ichaya Santitrakul.
"To this end, we have redefined the role of media, making the medium the message to create excitement and impact for the launch. In a nutshell, the campaign launch is focused to create the quantitative and qualitative brand presence for the new E-Class."
The new media product uses high-resolution Xenon projectors to project the brand's advertisement onto Lumpini Tower, a building located in Bangkok's central business district and chosen due to the high visibility it has from multiple angles.
Media analysts said that with the luxury passenger car market rapidly returning to the boom levels of 1997, there was growing competition in the segment to consolidate and build on the gains among new consumers.
The media agency said it decided to use all of its undisclosed media spend on traditional spot and space placements in an attempt to create impact and the ability to engage consumer attention.
"The medium narrows the focus to create a point of connection between the brand and the car owner, added Ichaya.
CIA Media Innovation has handled Mercedes-Benz for the past three years.
