Mercedes-Benz, with the help of Ponto de Criacao from Brazil, executed a highly segmented vertical action to increase visibility for the brand among top executives and business people. Stickers of the SLS AMG, also known as “gull wing”, a new edition of the brand’s iconic model, were stuck to windows in shuttle flights frequently used by the target audience.

As a courtesy, passengers also received a miniature car.

In one month, 100% of the target audience was reached, nearly 400 executives.
Why this placement is so effective
- Context does the work. The illusion only makes sense in-flight, which turns a standard window view into a brand moment.
- Precision beats scale. Shuttle flights concentrate the exact audience Mercedes-Benz wanted, without wasting impressions.
- Low friction, high memorability. A simple sticker creates an instant “did you see that?” effect, then the miniature car extends the memory.
What to take from it
When the audience is narrow and valuable, distribution can be the idea. This activation did not rely on complex tech. It relied on selecting the right corridor, placing the message where attention is naturally high, and creating a visual that feels native to the moment.
A few fast answers before you act
What was “Flying Car” by Mercedes-Benz?
It was a targeted activation that placed SLS AMG window stickers on shuttle flights, creating the illusion of the car “flying” outside the aircraft window for executive travelers.
Why use shuttle flights for this?
Because those routes clustered top executives and business travelers, delivering near-perfect audience fit with minimal wasted reach.
What role did the miniature car play?
It extended the experience beyond the flight as a physical takeaway, reinforcing recall after the moment passed.
What is the transferable pattern?
Pick a narrow, high-value corridor, design a context-native visual that only works there, then add a small physical extension to carry the memory forward.
