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
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 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.
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.
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.
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.
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.
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.
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”.
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.
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.