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World premiere of the new smart fortwo in Stuttgart for 1500 international press-guests and dealers.
[mu:d] as the lead agency for the organization and realization of the three-day event was responsible for the design, construction and scenic implementation of a gigantic steel-and-glass structure over the rooftops of Stuttgart, on the top parking deck of the Galeria Kaufhof.
Shuttle through the parking garage, that was branded with smart activity and exhibit spaces.
Spectacular reveal of the smart fortwo with an unobstructed view of the city skyline.
In order to be able to communicate with applicants, Metro Group created its very own event platform: “Meeting Metro”.
Every year, ca. 800 students are invited to the information event „Meeting Metro“. In a big auditorium, the company introduces itself to its applicants.
The auditorium is designed with a spectacular 180° multimedia projection.
Well-known keynote speakers like Urs Meier or Rainer Calmund offer an additional value to the conference.
The launch of the new Mercedes-Benz CLA: young, dynamic and unadapted he stands out from the crowd.
The advertising campaign specifically addressed the postmodern audience, people critical of advertisement. In order to convince the target audience of the CLA, their attention needed to be caught right at their individual interests. Therefore, the task was to create events that are adequate for both, brand and target group. The requirement: to invent an innovative form of photo exhibition. The installation needed to be technically innovative and designed emotionally grasping, leading the viewer to interact with its content and its room structure.
Idea and creation of the kick-off for the US-market launch of the smart fortwo.
Set-up of an exclusive studio house in Venice Beach, Los Angeles, representing the center of the US American market launch.
Detailed staging of the brand image by means of test drives, product consulting and a smart gallery.
Organization of 30 events in the smart house in the fields of environment and climate protection, music, fashion, art and zeitgeist.
International Mercedes-Benz convention at the Berlin-Tempelhof airport on the occasion of the 125th anniversary of the automobile in cooperation with the official Mercedes-Benz brand clubs.
On two days more than 200,000 visitors came to the 250,000 sqm event venue.
The visitors had the possibility to experience historical milestones, innovative mobility concepts and the entire present portfolio in dynamic car presentations as well as static exhibitions up close.
The core piece of the event was a 35m wide stage with LED-back drop for interviews and musical acts.
A logistical tour de force made it possible to position more than 2,200 vehicles from all over Europe within only 16hrs.
The event was kicked-off by a press conference on the second to last day of build-up, which only lasted 4 days.
With a ceremonial act the Daimler Corporation celebrated the 125th anniversary of the automobile in the Mercedes-Benz branch in Stuttgart.
A trendsetting and emotional staging made the official part well-rounded.
“The love for invention never dies” – the famous motto of Carl Benz was the main theme of the artistic orchestration.
In a symbiosis of vertical performance act by international artists, trendsetting and innovative multimedia technology and automobile objects an integrated brand depiction was achieved.
To accommodate the preconditions of the location a 15 meter high vertical stage was constructed. This stage would become the biggest interactive touch screen of the world.
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The 125th anniversary of the invention of the automobile primarily is the anniversary of Daimler and Mercedes-Benz. This was celebrated in the birthplace of the automobile, Stuttgart, with a large ceremonial act.
Through the main entrance of the Mercedes-Benz Museum, 1,400 top-class guests arrived at the Mercedes-Benz branch in Stuttgart by passing an organically-designed video animated “time-tunnel” showing the company´s history.
Guests of honor were the Chancellor of the Federal Republic of Germany, Dr. Angela Merkel and former Minister President of Baden-Württemberg, Stefan Mappus.
Franz Beckenbauer, Boris Becker, Jogi Löw, Edwin Moses and Niki Lauda also accepted the invitation as guests of honor.
At the same time as „Meeting Metro“ the Metro Group presents itself with seven lines of distribution and cross-section corporations annually at the Stauffenbiel graduate congress in Cologne, Germany.
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.
Communicative support for small series start of the smart electric drive until the launch of sale of its series production. smart positions itself as a pioneer with the only real electric vehicle.
Development of a logistics concept, location scouting, organization and implementation of the kick-off event in Berlin, Cologne and Frankfurt.
International event lead of the over-all project including coordination of the markets and local agencies in the European cities Rome, Zurich, Paris, Madrid, Brussels, Amsterdam, London, Barcelona and Milan.
Congratulations! Otto‘s homecoming.
In the setting of the 35-year anniversary of the G-Class the celebratory handover of Gunter Holthorf’s G-Class to the Mercedes-Benz museum took place. The location was an adjacent branch office of Mercedes-Benz. The ceremonial act was represented by Dr. Dieter Zetsche.
250 Guests of the G-Class clubs were invited. In 26 years Mr. Holthorf visited 215 countries and put 900.000 km on his G-Class vehicle, “Otto”. After an emotional entry of “Otto” an impressive presentation of the vehicle took place.
The staging of the vehicle handover was bookended by a first-class entertainment program. A top-quality dinner jazz band, alongside a speedpainter and the lecture Mr. Holthorf gave were the highlights of the celebration.
Since 2003 GS1 Germany hands out the ECR-Award. An exclusive and highclass gala event with 400 guests from the top management of leading industrial and commercial entreprises.
Every year the ECR Award outstanding performances are awarded. Here the focus lies in cooperative value added chains looking to enhance customer orientation
The Ezcasibasi group, the sixth largest manufacturer of sanitary ceramics worldwide, invited its brands Burgbad, Villeroy & Boch ceramic tiles, VitrA and Engers to a kick-off meeting. The aim of the event was to show the diversity of individual brands for the first time as an added value for the brand. 100 employees met at Hyatt Hotel, in a one-day Conference to develop perspectives, strategies and objectives. To strengthen team feeling and increasing sustainability, all employees of the individual brands participated in an interactive "Ezcasibasi-song" workshop. At a networking party the day closed at a near-by restaurant.
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.
At the German graduate convention this company headed by the owners presented itself in an inviting, modern and aesthetically pleasing ambiance concept. Thus a high-profile setting for information transfer about the company history, ways of communication and brands and products was formed.
The fair booth conceptioned like an urban coffee shop was used for recruitment measures as well as image transfer.
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.
Based on an international online project in cooperation with Instagram a digital photo exhibition was created.
The “untamed” style of the participants was transferred into an urban loft space. A constant with endless perspectives, brought to life by realistic scenery and room expanding illusions.
Technically this installation was implemented by use of a graphical development surrounding. High performance projectors were provided with video signals by means of server controlling. Virtual 3D editors adjusted the projectors in real-time for every piece of furniture. Thus the best homography for projection mapping was achieved. All user pictures submitted worldwide were uploaded via cloud server, rated and implemented into the #Untamed installation in real-time.
Length of show loop: 18 min., corresponding audio-collage, 8 full HD projectors
Destinations: Paris and New York
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#Untamed (360 degree campaigns)
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.
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.