press events

2016 | Daimler – CV IAA MediaNight

In order to reinforce Daimler AG's technological leadership in commercial vehicles, the press department invited guests to the Linden combined heat and power plant in the heart of Hanover.

Around 400 journalists from 50 countries found their way to the "three warm brothers" on the eve of the IAA Commercial Vehicles, as the towers of the combined heat and power plant are affectionately called by the Hanoverians.

Directly onto the untreated wall of the power plant 46 x 13 meters were projected and the floor was integrated into the show by laser.
A drone accompanied the entire event and opened up completely new perspectives not only for the guests on site, but also on all social media channels.

The aim was to present the future trio Urban eTruck, Future Bus und Vision Van of Daimler Trucks, Daimler Buses and Mercedes-Benz Vans with the communication focus on e-mobility, autonomous driving and connectivity.


Photo ©Daimler AG

2018 | Daimler – FutureLab@Mercedes-Benz Trucks

In June Mercedes-Benz Trucks organized a Future Lab at the BIC Wörth for a small circle of selected specialized journalists.

The intention of the press event was to create a different kind of advance communication for the IAA Commercial Vehicles by providing a holistic insight into the current and future developments at Mercedes-Benz Trucks.

The biggest challenge was to give the frequently used location a completely new look and thereby underlining the theme of the event.

Photo ©Kilian Bishop

FutureLab@Mercedes-Benz Trucks am 26.6.2018 in Wörth // FutureLab@Mercedes-Benz Trucks on 26.6.2018 in Wörth, Germany

2018 | Crespel & Deiters – 160 Years Anniversary

160th anniversary of the Crespel & Deiters Group, Europe's leading specialist for wheat-based products.

An entertaining evening event for the employees in the Emshalle/Emsdetten. The event started with a panel discussion, moderated by Jeanette Kuhn, supported by video greetings from all over the world on large-format screens.

After the official part, the 600 guests changed rooms and were invited to an evening reception here at set tables.

2018 | Daimler – NFZ IAA Product Experience

On the day before the IAA 2018 commercial vehicle show in Hanover, 450 international trade and business journalists, bloggers and influencers were invited to the "Hangar 1" location at Hanover Airport. The last time before designating it back to a maintenance hangar it was possible to use this exclusive location.

Meticulously planned and embedded in the Actros reveal film, our hero drove an unveiling from the nearby motorway to the hangar.
On the scene area in the hangar, the product portfolio of Daimler Trucks, Daimler Buses and Mercedes-Benz Vans was spectacularly unveiled in a dynamic driving presentation at the opening of the product experience.

Daimler auf der IAA 2018 in Hannover - Product Experience, 18. September 2018 

Daimler at the IAA 2018 in Hanover- Product Experience, 18 September 2018
Daimler auf der IAA 2018 in Hannover – Product Experience, 18. September 2018 

Daimler at the IAA 2018 in Hanover – Product Experience, 18 September 2018 Daimler auf der IAA 2018 in Hannover - Product Experience, 18. September 2018 

Daimler at the IAA 2018 in Hanover- Product Experience, 18 September 2018

2018 | Daimler – World Premiere Mercedes-Benz eCitaro

Daimler AG invited 650 guests from the international trade and business press as well as customers of the sales department to a two-day event in Hall 45 in Mainz.

The focus was on the world premiere of the new all-electric city bus Mercedes-Benz eCitaro. The new eCitaro was presented in an impressive "ePowerPerformance" between two high-voltage coils. The 22 meter wide mobile LED wall, which could move forwards and backwards as well as vertically, supported the dynamic Reveal show.

2017 | Daimler – Fleetboard Relaunch

The relaunch of the Fleetboard brand took place above the roofs of Munich in the modern location MH5. The invited journalists were able to experience the new market and product competence along the entire way through the building and in various innovation hubs.

Photo ©Dirk Weyhenmeyer

2017 Media Workshop Fleetboard
2017 Media Workshop Fleetboard

2016 | Daimler – eTrucks Campus

7 weeks before the IAA for commercial vehicles Daimler AG, in the context of a sneak preview, invited 200 international journalists for a preview of the current technology concepts in the field of electric drive.

Special challenge was to hold the event, without affecting the general test operations on the in-house test track in Stuttgart.

Combinations of various temporary constructions and an appropriate food concept, made it possible to successfully present the reveal of the first battery-powered truck for the inner city and heavy distribution.

After the dynamic presentation of the Fuso Canter E-cell and the still fully camouflaged MB urban eTruck, there was the opportunity to learn in detail about the innovations of the Daimler electric vehicles in two technical sessions.

Daimler eTrucks Campus; future urban transportation; electric mobility; electrified urban distribution

2015 | Daimler – Campus Safety & Efficiency

A two-day long topics campus for 350 international specialized journalists was held, presenting and conveying the innovations regarding safety and efficiency.

Driving demonstrations of the entire Daimler vehicle fleet were held on the adjacent airport runway and were broadcast live, like a TV show, onto the campus area.

Festakt 20 Jahre Mercedes-Benz Sprinter im Mercedes Benz Werk Düsseldorf 10.09.2015. Volker Mornhinweg, Leiter Mercedes-Benz Vans, Hannelore Kraft, Ministerpräsidentin des Landes Nordrhein-Westfalen, und Dr. Dieter Zetsche, Vorstandsvorsitzender Daimler AG und Leiter Mercedes-Benz Cars, am Mercedes-Benz Sprinter für die Deutsche Tafel e.V. (v.l.n.r.); 20 year anniversary of Mercedes-Benz Sprinter in Düsseldorf, Germany, September 10, 2015. Volker Mornhinweg, Head of Mercedes-Benz Vans, Hannelore Kraft, First Minister of North Rhine-Westphalia, and Dr. Dieter Zetsche, CEO of Daimler AG and Head of Mercedes-Benz Cars at the Mercedes-Benz Sprinter given to the Deutsche Tafel e.V. (LTR).

2015 | Mercedes-Benz – Sprinter Twenty

Tissues are called "Kleenex", adhesive tape is "Tesa" – transporters with a total weight of approximately 3,5 tons are called "Sprinter".

That is one large stage for the iconic brand and global number one among the transporters:

At the Düsseldorf plant, the Mercedes-Benz Sprinter recently celebrated its 20th anniversary. For the official ceremony, more than 250 guests from the worlds of politics, business and the media attended, as well as employees from the six global Sprinter production locations in Germany, Argentina, China, Russia and the USA.

Following the official part of the event, all guests were invited to take a guided tour with the entire Sprinter range, starting with the first historical model up to the current Sprinter version.

2014 | Mercedes-Benz – Press Drive “Distribute & Collect”

Every day approximately 35 international journalists were invited by Mercedes-Benz to participate in the event "discover distributed & collect" over a period of 14 days to Frankfurt by Mercedes-Benz.

After a preceding press conference and a dinner in the design hotel Roomers, journalists had extensive time to test the new Mercedes-Benz Atego, the Mercedes-Benz Antos, the Mercedes-Benz Econic and the Fuso Canter eco hybrid in the real environment of distribution transport.

Here both, city rides and overland, on different routes, suitable for the respective type of vehicle, were carried out. The new Mercedes-Benz commercial vehicle centre, Frankfurt Rhein/Main served as the base station.

The technical aspects of the product were communicated in thematic workshops.

2014 | Mercedes-Benz – The New Vito. Driving Experience Vitoria

The press driving event of the new Vito was held in the northern Spanish city Vitoria, home of the Vito. More than 200 international journalists during the period of a total of two weeks had the opportunity to test the new Vito on efficiency, quality, versatility and safety in real-life conditions.

Specifically, routes aimed at the different drive concepts and applications, led journalists on a total of 250 kilometers to the production site of Vito. A special highlight: the guests, at any time during the event, were always moved by the new Vito.

In the subsequent press conference and factory tour, the product features were visualized and conveyed ostensively on the vehicle and in keynotes.

2014 | Daimler – World Premiere Future Truck 2025

The largest trade fair highlight Daimler was presented on the eve of the first press day in a very special setting: the Mercedes-Benz future truck 2025 ran autonomously on a runway of the airport of Hannover. In the driver's cab: Dr. Wolfgang Bernhard, Board member responsible for Daimler Trucks & buses.

2014 | Mercedes-Benz – The New Vito

World premiere for 400 guests of the international trade press.

The “Kraftwerk” in Berlin was the bare brickwork backdrop.

The various elements of the venue, the former heating plant “Mitte” - part of Berlin’s industrial heritage.

Here Vito’s claim “The Vito comes when the bare brickwork is done.” Could be perfectly interpreted.

Industrial materials like wooden pallets,  portable floodlights, mobile scaffold and mesh fabric presented the consistent style idea across all levels of the event and in the workshop areas. Stylized tools or goods in transit formed a special typography, suitable for the respective core benefit of the models.  The staging area with a rustic seat grandstand, moving screens, which were part of the scenery by medial performance was the presentation area for the world premiere.

The first official appearance of the Vito consisted of a nuanced choreography with 10 vehicles and dramaturgically moving scenes from what the Vito encounters every day. At the wheel: craftsmen, taxi drivers, beverage distributors, garden landscape farmer & co.  Goods and actors were on- and offloaded and transported dynamically in the Vito through the scenery.  The evening ended in the elegant dining area, in the style of Mercedes-Benz. This graduated the successful staging of the Vito in the middle of the shell construction, and led the guests back to their own world of business.

2014 | Mercedes-Benz – World Premiere Actros Arocs SLT

Mercedes-Benz factory Molsheim (France) & Mercedes-Benz factory Wörth (Germany)

Mercedes-Benz concluded the Euro VI offensive with the presentation of the premier class of heavy trucks. A two-day event provided the setting for the world premiere of the two heavy-duty trucks Actros SLT and Arocs SLT.

The aim was to position both trucks as high-tech products and to generate broad positive coverage of the new vehicles in the European trade media. An important focus was on communicating the in-house competence of Mercedes-Benz Trucks with the "Manufacture Molsheim".

Photo ©Dirk Weyhenmeyher

2013 | Mercedes-Benz – The New Arocs

In studio 9 of the Bavaria Movie Grounds an authentic environment for the new Mercedes-Benz Arocs was created. This included the usage of different construction materials and heavy tools.

The keynote speeches of Mercedes-Benz  manager Andreas Renschler and new director of Mercedes-Benz trucks, Stefan Buchner set the stage for a spectacular orchestration.

Two huge bucket excavators moved to the center of the studio hall with chorographical precision and seemingly effortless grabbed the ends of a cloak with their diggers. They raised it several meters revealing the new force in construction, the new Mercedes-Benz Arocs.

2013 | Mercedes-Benz – Press Drive Arocs

At the Rheinkalk-factory in Dornap the press drive presentation of the new Mercedes-Benz Arocs took place.

For 14 days international groups of journalists arrived daily to test drive the new Mercedes-Benz Arocs on three different test drive routes.

Before each test drive cycle the new heavy construction truck was presented in a spectacular staging. It took place in an unused part of the gravel pit with pyro technics and music. All this impressively demonstrated the formidable capabilities of the new Mercedes-Benz Arocs.

2012 | Daimler – Press Event NFZ IAA

On the eve of the official opening of the commercial vehicle IAA the Daimler Corporation invited 400 international journalists of the specialized and economical press to a press event on the fair booth.

“Global Excellence”: Implementation of an international brand reception line of global product novelties and existing best-selling products of Daimler trucks, buses and vans. Also there was a dialogue product presentation by Jan Stecker and Andreas Renschler.

A booth reveal with light staging ensued.

2012 | Daimler – Preview NFZ IAA

Eight weeks before the opening of the commercial vehicle IAA the international specialized and economical press was presented all the main novelties of the IAA in a centralized event.

Main goal: create enthusiasm for the products in order to generate the highest possible press feedback in the weeks before the main automobile show in Hannover.

2012 | Mercedes-Benz – World Premiere Citan

In Amsterdam 400 journalists from all over the world were treated to a first look and touch at the new Mercedes-Benz Citan within the setting of a celebratory evening.

Fitting the urban place of action a location amidst the bustling but tight Amsterdam city was chosen. The Beurs van Berlage needed to be used optimally in order to cater to the demands of the press event.

An 8.5m high projection surface was also separating the stage and catering space. The staged setting of room expansion by usage of kabuki and projection set the stage for car exhibition as well as dinner in the “Grote Zaal”.

2011 | Daimler – 125! Jahre Automobil

The 125th anniversary of the invention of the automobile is primarily the anniversary of Daimler and Mercedes-Benz. This was celebrated with a large ceremony in the birthplace of the automobile, Stuttgart.

Via the main entrance of the Mercedes-Benz Museum, 1,400 top-class guests reached the Mercedes-Benz branch office in Stuttgart via an organically designed video time tunnel with company history.

The guests of honor on this evening were Dr. Angela Merkel, Chancellor of the Federal Republic of Germany, and Stefan Mappus, then Prime Minister of the State of Baden-Württemberg.

Franz Beckenbauer, Boris Becker, Jogi Löw, Edwin Moses and Niki Lauda also accepted the invitation to the anniversary of the automobile.

2011 | Mercedes-Benz – World Premiere New Actros

The main thought of this dramaturgy: Whatever society required in the realms of transportation – it was always the truck, which shouldered the task.

The reveal began gently – softly the first truck of the world by Gottlieb Daimler chugged across the stage – and increased in speed quickly: all historically relevant generations of heavy trucks by Mercedes-Benz of the last 115 years ensued.

Large-scale video mappings on the freight containers interacting with the driving trucks visually supported the choreography of vehicles. Shown were picture and type projections from the past decades of truck transport.

Scene by scene it became clearer how Mercedes-Benz trucks performed aptly for every task asked of it by politics and society – and which convincing answers the new Actros has for the present demands.