Mercedes-Benz Design & Branding SUPER SPORTS CARS by JANGLEDNERVES

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SUPER SPORTS CARS

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Industry Shows, Events & Festivals
Media Design & Branding
Market Germany
Agency JANGLEDNERVES
Creative Director Prof. Thomas Hundt, Ingo Zirngibl
Art Director Stefan Schwab
Released March 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ SMS AMG
Agency: JANGLEDNERVES
Date of First Appearance: Mar 27 2010
Entrant Company: JANGLEDNERVES, Stuttgart, GERMANY
Entry URL: http://www.mercedes-benz-classic.com/supersportwagen
Creative Director: Prof. Thomas Hundt (jangled nerves)
Creative Director: Ingo Zirngibl (jangled nerves)
Project Manager: Jakob Eckert (jangled nerves)
Project Manager Interactive Design: Klaus-Dieter Krueger (jangled nerves)
Art Director: Stefan Schwab (jangled nerves)
Interior Design: Dirk Hennemann (jangled nerves)
Communication Design: Heiko Geiger (jangled nerves)
Editing: Marcel Schulze (jangled nerves)
Media Engineering: Björn Kantereit (jangled nerves)
Media placement: temporary exhibition - Mercedes-Benz Museum and Centres - 27 March 2010 - open end

Describe the brief from the client
The »Super Sports Cars« exhibition introduces the newly launched gull-winged SMS AMG and makes it join the ranks of the more than a hundred year-old legendary sports car tradition of Mercedes-Benz. Besides the exhibition design, a major component was the production of a multi-channel communication by creating a web special as well as iPhone and iPad Apps.

Describe the challenges and key objectives
The travelling exhibition is on show in the Mercedes-Benz Museum Stuttgart and several Mercedes-Benz centres. A modular exhibition structure permits the adjustment to changing spatial situations. While the museum showcases eight vehicles, several four-vehicles-sets are shown in the centres. The potential target audience consists of both regular and new customers and museum visitors. The design of the »Super Sports Cars« stimulates customers’ interest and excites visitors’ curiosity.

Describe how you arrived at the final design
In the museum eight vehicles are presented on a platform where they are lined up chronologically to a starting position. The exhibition’s visual effect is based on the sequence of platform modules and the parallel arranged dynamically shaped wings. All relevant communication media are integrated into a slanting.
As part of the exhibition, in a lounge, the visitor can obtain additional information about the legendary sports cars on iPads. This feature was made available six weeks before the iPad launch, which made it an exclusive experience. Also, three Grand Tourismo 5 stations for test drives are available.

Give some indication of how successful the outcome was in the market
The »Super Sports Cars« were on show in the Mercedes-Benz Museum and the centres at Cologne, Munich, Berlin, Essen, London, Milan and Paris and will tour around for one more year. The visitors have taken home the exhibition by downloading the Super Sports Cars App, more than sixty thousand times so far.