Devil Wears Prada 2
Wrapped Media put five fully wrapped Mercedes vehicles on the streets of Toronto for seven consecutive days, delivering a luxury brand takeover timed to one of the most anticipated film releases of the year.
The Challenge
OMD and Mercedes-Benz needed a high-impact street-level activation in Toronto to support the launch of Devil Wears Prada 2 — a campaign that needed to feel as premium and culturally visible as the film itself, reaching fashion-forward consumers across the city's most coveted neighbourhoods during a tight 7-day window.
The Approach
Wrapped Media deployed five fully wrapped Mercedes vehicles in a coordinated SWARM across Downtown Toronto and Yorkville for seven consecutive days. The fleet operated 8 to 10.5 hours daily, targeting premium corridors and capitalizing on high-traffic cultural moments including the Toronto Marathon on May 3 and a Raptors Game on May 1. Vehicles moved in concert throughout the campaign zone, creating a sustained and unmistakable brand presence across Toronto's most visible streets.
The Results
The campaign delivered 401,944 impressions against a target of 375,000 — a 7% surplus — while covering 2,138 km against a 2,000 km benchmark. The fleet logged 287.5 activation hours across all 7 campaign days, with zero days missed. Every key metric exceeded its target, affirming strong audience exposure throughout one of Toronto's most premium markets.
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