Cannes Lions

Dialogue Platform – Mercedes-Benz IAA 2017


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The creative idea is to turn the Mercedes-Benz brand appearance at IAA 2017 into a platform for dialogue. It lends fresh impetus to the discourse on relevant topics for the future and takes it beyond the boundaries of a motor show.


The open three-storey architecture creates space for decentralized communication that structures the visitor experience across a number of freely accessible levels. On this architectonic playing field, digital and physical worlds combine to create innovative formats.

At “CASE City”, a visionary urban street scene, the future themes of mobility can be experienced on the basis of examples that relate to everyday life. The multi-dimensional kinetic LED installation at the “Urban Stage” extends the built space into alternating theme worlds. In the “FabLab” visitors can try out groundbreaking technologies and start-up working styles. The “Insight Stage” invites to Future Talks.

For three days, selected areas of the presentation are temporarily transformed into a stage for the “me Convention”, with a speaker list of over 150 international visionaries, lateral thinkers and inspiring personalities. Workshops, co-working spaces and outdoor areas offer inspiring experiences. Urban hotspots extend the “me Convention” into the public sphere.


According to an independent survey from GfK, an opinion research institute, the visitors in Frankfurt had a very positive overall impression of the Mercedes-Benz presentation at the IAA 2017: The majority of the visitors rated the booth of Mercedes-Benz as excellent and very good. They described the dialogue platform as modern, inviting and innovative. According to the survey, especially the news formats like the me Convention, the Insight Stage Talks and the FabLab stressed the significance of Mercedes-Benz as innovative and future forming brand. Almost 100 percent of the visitors rated these formats as a convincing expression of the innovative strength of the brand. Most of the visitors were also enthusiastic about the multimedia show with the kinetic media walls at the Urban Stage on the groundfloor.

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