MERCEDES NEXT! THE PULSE BEAT OF A NEW GENERATION by Atelier Markgraph Frankfurt, kauffman Theilig & Partner for Mercedes-Benz

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MERCEDES NEXT! THE PULSE BEAT OF A NEW GENERATION

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Industry Cars
Media Design & Branding
Market Germany
Agency Atelier Markgraph Frankfurt
Agency kauffman Theilig & Partner
Released September 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ
Agency: ATELIER MARKGRAPH
Agency: KAUFFMANN THEILIG & PARTNER
Show/Communication/Exhibition And Media Design: Atelier Markgraph
Architecture: Kauffmann Theilig & Partner
Lighting Design: TLD Planungsgruppe
Construction: Display International
Media placement: Exhibition / Live Event - IAA 2011 (Trade Show) - 15 September 2011

Describe the brief from the client
With its new compact car models, Mercedes-Benz is penetrating a new segment. The aim is to win new customers, especially younger ones. The auto show production plays a prominent role in the current campaign ‘Pulse Beat of a New Generation’. How can it help to position the brand as younger, more open, and forward-looking one?

Describe the challenges and key objectives
IAA 2012: Traditional brand, traditional hall: Can a Mercedes-Benz auto presentation still surprise people, especially the younger ones?

Describe how you arrived at the final design
At IAA 2011, the Stuttgart carmakers accepted the challenge: create a dramaturgical production that meshes the exhibition route and the length of people’s visit seamlessly. The open architecture leaves people plenty of space to gaze and stroll around. At regular intervals, the show draws their attention to the stage, where exhibition themes are presented in a series of different scenes. Layered, mobile media panels create a stage for vehicles and people in ever-changing new scenes. Media panels, cars and people are choreographed as if on a theatre stage.

Give some indication of how successful the outcome was in the market
• 928.000 Visitors
• 265.000 Social Media Contacts
• Global Media Audience: 1.36m people
• Mercedes-Benz is the most spotted brand of the IAA 2011 (F.A.Z. Institute)