Mercedes-Benz Poland and the agency Team X have prepared an original audio-visual project in which you can download a specially composed playlist, accessible via a QR code placed on a mural painted on the wall of one of the guesthouses along the road from Chałupy to Władysławowo. With the T-Class, even the return from holiday can be pleasant – even if it means sitting in a traffic jam. Time spent in it will pass more quickly thanks to listening to dedicated music.
Every holiday eventually comes to an end, and sometimes the journey home alone can wipe out the most pleasant memories within a few hours. The road on the Hel Peninsula is often unpredictable in terms of travel time, and the potential traffic jam is as famous as the one on the Zakopianka route – and there is no way to avoid it. Soon, however, the time spent in it may become more enjoyable. All thanks to a unique audio-visual project that is a joint work of Mercedes-Benz Poland and the agency Team X.
The first element of the concept by Mercedes-Benz Poland and the agency Team X
The first element of the concept is a mural created on the wall of one of the guesthouses standing right by the road leading from Chałupy to Władysławowo. On this stretch, tourists returning from weekends and holidays usually spend a lot of time slowly moving along in a line of other cars. – In its graphic layer, the mural refers to family holidays by the sea; we showed our new T-Class on it, a small premium van in which a several-person family can travel comfortably, with a dog and sports equipment. It is kept in bright, cheerful colours, but that is not all – explains Piotr Wójcik of Mercedes-Benz Poland. – We wanted not to stop at just an ordinary advertisement for the vehicle, but to use the specificity of the place and the context. Anyone who has had the opportunity to return from Hel knows how much time it takes to sit in the traffic jam to Władysławowo, so together with the agency Team X we decided to refer to that and make the time more pleasant for travellers.
The second element of the project
That is why a QR code appeared on the mural, leading to a specially composed playlist on Spotify – the second element of the project. It is about six hours of extremely varied music, thanks to which even sitting in a traffic jam sounds perfect. It includes tracks ranging from current hits through pop evergreens, jazz, soul, all the way to rock classics and hits of the 60s and 80s. Such a wide repertoire refers to the slogan promoting the T-Class: life takes on momentum.
Mercedes-Benz T-Class
The T-Class, Mercedes-Benz's latest small passenger van, opens the way to the world of the brand with the star for everyone who needs more space for family and everything their active life requires. As many as three child seat mounting points (two at the rear and one at the front), sliding doors on both sides of the cabin and plenty of space for sports equipment or a carrier for transporting a pet – these are the main advantages when it comes to the multifunctional interior space of this vehicle.
However, the T-Class offers much more, for example when it comes to comfort as well as safety. Attractive design referring to the compact models with the star, high-quality interior finish, heated front seats, a metallic paint in the rubellite red shade available only for the T-Class in this segment and many elegant details – these are all elements of the Mercedes-Benz world. As standard, there are seven airbags on board and numerous safety-support systems such as a tyre pressure loss warning system and the Mercedes-Benz emergency call system. The standard version also includes: hill start assist, crosswind assist, the ATTENTION ASSIST drowsiness warning system, Active Brake Assist with cross-traffic function, Active Lane Keeping Assist, Blind Spot Assist and Speed Limit Assist. In addition, the T-Class is factory-fitted with the MBUX infotainment system with the ability to use Mercedes me connect remote services, such as service monitoring or remote locking/unlocking of the vehicle. In the optional navigation package, MBUX also offers the voice assistant "Hey, Mercedes", which understands colloquial phrases.
As for the drive, there are two modern, economical engines to choose from: a diesel and a petrol unit – each in two power variants (70 kW/95 hp and 85 kW/116 hp, as well as 75 kW/102 hp and 96 kW/131 hp), with the more powerful diesel engine additionally equipped with an overpower and overtorque function. In addition to a six-speed manual transmission, the two diesel models and the more powerful of the two petrol models are also available with a seven-speed automatic transmission (DCT).
Summary
Mercedes-Benz Poland and the agency Team X have prepared an original summer campaign. Along the road from Chałupy to Władysławowo, a mural with a QR code was created, leading to a Spotify playlist. It is about six hours of music, from pop hits to rock classics, making time in a traffic jam more pleasant.
The project promotes the T-Class, a small van for families. The car offers, among other things, three child seat mounting points, sliding doors, seven airbags and the MBUX system with a voice assistant. It is an example of combining advertising with the drivers' experience.
