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Mercedes ad campaign makes use of 3D radio --
Mon, 19 Jan 2015 09:55
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Traditional in-cinema adverts for cars typically include aerial shots of long, winding roads in exotic locations and an extreme close-up of sparkling rims at every gracefully executed turn. But when it came to spreading the message about the new B-Class, Mercedes-Benz moved away from the traditional with the help of Three D Radio.
In partnership with Cinemark, Three D Radio co-founders, Louis Enslin and Cameron Naidoo, have given advertisers an innovative new platform to engage with consumers in an unusual way, albeit in a familiar place.
The unique thing about 3D Radio is that it maximises the cinematic power of sound and doesnt rely on visuals, giving consumers the opportunity to use their imagination in an environment where anything can happen - at the movies, says Naidoo.
The duo set out to create an ad that would encourage consumers to break the mould with the Mercedes-Benz B-Class. What starts out as a pitch-black screen coupled with classical music, quickly works itself into a crescendo of emotive and glass-shattering titles describing everything one could possibly be behind the wheel of the B-Class, says Enslin.
Naidoo adds, What turns this 30-second radio ad into an acoustic experience for the consumer is the 5.1 surround. It paints a picture with nothing but sound and a few simple words that flash across an even simpler background. It says everything there is to say about the B-Class - and Mercedes-Benz loves that thats all it took to get their message across in a way that will resonate with their target market.
The ad is currently playing in Ster-Kinekor theatres around the country.
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