Fantasy worlds are known in many forms (and have existed long before secondlife.com). In many a basement around the globe, countless hours are spent fitting tracks and mounting trees to create miniature paradises in the shape of model railroads. Safe from everyday frustration and failure, the little fake worlds offer their creators a unique, soothing control.

Escaped from the basement – with 900 sq meters, 700 trains, 4000 cars and 150.000 inhabitants Miniatur Wunderland in Hamburg can easily call itself the world’s largest model railroad. 800.000 visitors a year enjoy train rides, football matches, fire fighting, weddings, crime scenes and even sneak views through steamy windows in the adult area – making it one of Hamburg’s top tourist attractions.

And as the many visitors stick their giant heads into the busy streets of mini-hamburg or mini-Scandinavia they might discover a Mercedes Smart on the move, or featured on a billboard or being the star of a car show. With the help of BBDO Mercedes has chosen to launch a miniature campaign in Miniatur Wunderland, which some may call clever guerrilla marketing – and appropriate for a car that prides itself of being different and small(!). To the inhabitants of Miniatur Wunderland it is completely conventional and a part of every day fantasy life.

Cleo

This entry was posted on Wednesday, May 16th, 2007 at 12:31 pm and is filed under Concept, Ideas, Inspiration, Strategy, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.