A commuter points a car key at a digital billboard and clicks the remote. The screen reacts. Suddenly, the advertising display stops behaving like outdoor media and starts behaving like interactive entertainment.
That is the core mechanic behind “Key to Viano”, an interactive outdoor event for Mercedes-Benz Vans created by Lukas Lindemann Rosinski on Wall AG’s digital displays in Berlin’s U-Bahn station Friedrichstraße. Passers-by are invited to use their own remote car keys to control the content on the screens, turning a familiar everyday object into the controller.
In high-traffic urban DOOH environments, the quickest path to attention is to turn an existing habit into viewer control, with a payoff that feels immediate and public.
The experience works because the interaction is self-explanatory. Press the button you already know. Watch the screen respond. The line between ad and game collapses, and the crowd becomes part of the moment because everyone can see the “trigger” happen.
Why the car key is the perfect interface
No download. No new behaviour. No instruction manual. A car key is already a remote control in people’s hands, so the activation feels intuitive instead of “techy”. That simplicity is what makes the experience legible from a distance, and what makes bystanders stop and watch.
What Mercedes-Benz Vans is really proving
The stunt is framed as entertainment, but it is also a product metaphor. “Key to Viano” implies access, convenience, and a premium feel. When the participant can “open” a digital experience with a key, the brand gets to borrow the emotional cues of unlocking a car, without talking about features.
What to steal for your own interactive outdoor idea
- Use a controller people already trust. Familiar inputs reduce friction and increase participation.
- Make the interaction visible. If the crowd can see what caused the screen to change, attention multiplies.
- Keep the loop fast. Trigger. Response. Reward. A slow loop loses commuters.
- Let the location do the targeting. Stations deliver high volume and natural dwell time without extra explanation.
A few fast answers before you act
What is “Key to Viano”?
It is an interactive digital out-of-home activation where passers-by control advertising screens using their own remote car keys, under the Mercedes-Benz Vans “Key to Viano” concept.
Where did the activation run?
It ran on digital displays at Berlin’s U-Bahn station Friedrichstraße.
Why does using a car key work so well?
Because it is an input people already understand. It removes download friction and makes the interaction feel natural and premium.
What is the main benefit of interactive DOOH like this?
It converts passive exposure into participation. Participation creates longer attention, stronger memory, and visible social proof from the crowd watching.
What is the biggest risk with interactive screens in transit spaces?
Complexity. If the interaction is not instantly clear, people walk past. The mechanic must be obvious in seconds.