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Behind Fascination.

The Viano
Lifecycle Campaign 2012.

Viano TREND.

How can you determine fascination in pictures?

That was the main challenge of the new advertising campaign for the Mercedes-Benz Viano.
For this reason, the strengths of each Viano model will be revealed in an innovative and previously unseen manner. The heart of the campaign is the subject of fascination; the fascination of the Viano AVANTGARDE’s powerful acceleration, the fascination of the adventures you can experience as a family in a Viano TREND, the fascination of everyday life with a Viano AMBIENTE, or the fascination of the sleeping comfort in a Viano MARCO POLO.

With the slogan “Behind Fascination - a Mercedes-Benz Project”, the viewer is taken on a journey around the topic of fascination.

Combined fuel consumption: 12,1-7,1 l/100 km;
combined CO2 emissions: 284-187 g/km

 

To prove the fascination of the Viano, Mercedes-Benz stages four experiments addressing the character of each model making the emotional and physical impact of the driver and passenger tangible. The experiments are documented and explained in more detail by the scientific advisor Dr. Günter Gerhardt. Four highly emotional films result from the documentation of all experiments. Also the resulting values are visually translated into fascinating images, which will be used in the campaign motifs.

Fascination in unique images - the experiments.

With the Viano TREND experiment, it is about adventurous driving fun. The viewer accompanies a family on an exciting journey on a test track. While driving, the sounds in the vehicle will be recorded. The resulting sound waves and frequencies of laughing children and parents will be translated by a 3D artist into fascinating graphics and integrated into the ad design of the Viano TREND. This way the
fascination of the Viano TREND will not only be audible during the experiment and the resulting film but also visible.

Combined fuel consumption: 12,1-7,1 l/100 km;
combined CO2 emissions: 284-187 g/km

Viano AVANTGARDE.

In contrast, the main theme of the Viano AVANTGARDE is sportiness. In a very dynamic experiment, we accompany two test drivers who give their all and dynamically accelerate the V6-powered Viano. After the ride their blood hormone levels are taken and measured. The values are translated into a unique, threedimensional plate, which will adorn the campaign motif for the Viano AVANTGARDE.
Thus, the intriguing athleticism of the Viano AVANTGARDE becomes perceivable for the viewer.

Combined fuel consumption: 12,1-7,1 l/100 km;
combined CO2 emissions: 284-187 g/km

Viano MARCO POLO.

The most striking feature of the Viano MARCO POLO is its spacious roof bed. To prove the sleeping comfort a couple spends the night here. While doing so their sleep profile is professionally recorded by a Foley artist who will use projections and sounds to inspire and influence their dreams.

After waking up the values are analyzed and translated into sleep profiles in wave-like form that make up the space around the Viano MARCO POLO.

To really demonstrate the excellent driving comfort of the Viano AMBIENTE, a test driver takes a 500-kilometer trip from Berlin to the North Sea. After the trip, the driver takes a physical stress test. The resulting values are then translated into seemingly organic fibers and serve as the backdrop for the Viano AMBIENTE motif. The film of this trip is a mixture of quiet, relaxed driving shots blended with a powerful road movie.

 
 
 

In addition, the idea of “fascination measurement” is also shown on the web special . Not only the creation of the print ads described in the four films can be seen here but also interactive self-tests to fascinate the users.

Combined fuel consumption: 12,1-7,1 l/100 km;
combined CO2 emissions: 284-187 g/km

Viano AMBIENTE: Pure Activity.

Product may vary after press date on 15.03.2012.


* The data do not relate to a specific vehicle and are not part of the specification, but are merely for the purpose of comparing different vehicle types. The figures are provided in accordance with the German regulation "PKW-EnVKV" and apply to the German market only.

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