The first brand who wants to be invisible

Yes, you read it well and it is not a joke. We are used with brands wanting to gain as much visibility as possible and we are aware that they all intend to attract our attention. But it seems that not every company applies this strategy. The first company who wants as little visibility as possible was found today in continental Europe. More precisely, in Germany, the country of reference for Mercedes-Benz, where the car was promoted through a campaign in which it was missing most of the time.

Ok, as you already suspected, there’s a catch. No brand really wants to remain invisible in the end, but to get its target’s attention and reach its objectives. Of course, the objective is to convey the message in a memorable manner so that the target gets the message properly and respond to it (buys the car)- and that may involve partial invisibility.

The strategy behind this move was to communicate that the new prototype F-Cell is practically invisible to the environment, so the agency Jung von Matt thought to integrate the car so well in the environment that it is hardly noticed. Covering part of the car with professional cameras and other part with LEDs that formed a screen, the creative people working for this campaign managed to convey the images so that the car looked like it wasn’t there. The moment when the pedestrians realized that there was actually a car there is priceless. Watch and marvel!

As always, it's a simple idea that makes us ask ourselves (of course, with envy and admiration): "Why did not I think of that?" On the other hand, it is also possible that after seeing such a spectacular execution, so no one will remember the product’s benefits, but just be amazed with the evolution of technology. But in the end, we have to keep in mind that that is an example of how a simple technological idea translates into a brilliant BTL activation which becomes viral online, surpassing the country's borders in which it was designed.

Andra Androniciuc