Mercedes really catches people’s attention with this “invisible car”. In my opinion, this does a good job of communicating their message, that the car is “invisible” to the environment, but this effort is mostly noteworthy because of the innovative use of technology. In other words, the wow factor.
I think most people that see the invisible car would be left with an “oh, that’s awesome” impression rather than a “did you hear Mercedes cares about the environment?” impression. On the flipside, this effort is going to maximize awareness because of the youtube video, which obviously incorporates the message about the environment. This thing is definitely going viral, I’ve seen it pop up in a number of places already.
See for yourself: