Mercedes-Benz leveraged real-time ANPR and geo-fencing to deliver 12M impressions, targeting professional chauffeurs at key motorway hubs with 115% efficiency
12m+
Total impacts delivered.
320,000+
Average impacts per day.
115%
of target impacts delivered.
The Challenge
Mercedes-Benz sought a highly targeted, media-led strategy to engage chauffeur drivers and elevate awareness of the S-Class range. Central to the brief was the need to reach a discerning, professional audience who represents the brand's values of quality and service excellence in contextually relevant moments.
The Solution
We deployed a dual-intelligence targeting approach combining real-time vehicle recognition with contextual media placement. Using ourreal-time ANPR engine, we built a curated trigger list of the mostfrequently used chauffeur vehicles across the UK, enabling preciseaudience identification and real-time targeting. This ensured media wasdelivered exclusively to high-value prospects.
We strategically activated Motorway Service Area (MSA) locations along key routes to private airports, layering real-time ANPR identification with geo-fencing to ensure the campaign reached verified chauffeur drivers in high-value environments when on duty.
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The Results
i-media delivered 115% of target impressions and 12 million impressions, with 10 million plays exceeding campaign benchmarks. Achieved a consistent average of 320,000+ daily impacts, maintaining dominant brand salience throughout the campaign period.
