São Paulo has the biggest helicopter fleet in the world. With more than 70,000 flights annually, it’s ahead of Tokyo and New York. There are more than 420 helicopters crossing its skies between landings and take offs, every 3 minutes. They transport hundreds of the country’s leading executives daily. We positioned the campaign in strategic locations that were chosen with 100% focus on the target. Plus, the ad itself and the copy made the viewer feel unique. Faria Lima and Berrini are the main air routes in Sao Paulo and also home to the city’s main offices. Using the concept “For Your Eyes Only” we focused on this area, building billboards on helipads. The billboard complied with the Clean City Law, which prohibits any kind of visual pollution and outdoor advertising, and still managed to reach a highly selective target of top executives, which is the main public for the E-Class.

The campaign’s impact was immediate and through a concept that individually valued each potential consumer, it reached exactly the public the client desired. In a few days, demand for the car increased 110% and the originality of the piece created a buzz in top executive circles.