We were briefed to create an in-mall car show for the new Mercedes-Benz EQA electric vehicle. In-mall car shows are commonplace in Hong Kong; lack of land means lack of showroom floors so parking cars inside malls grabs audience attention.

Our in-mall car show had to go beyond what every other brand was doing, which was simply parking a car in a mall and putting a salesperson next to the car.

Objectives:

1) Make EQA a desirable car for young electric vehicle intenders

2) Arouse interest of mall-goers

3) Convert mall-goers into EQA buyers

4) Increase sales of the EQA

Making 200,000 Watts of electricity sing to sell Mercedes-Benz's new EQA electric vehicle.

The engine is the soul of a car, giving each drive a soundtrack. Petrol engines roar, growl, purr, and that's exciting. Electric engines wheeze, and that's boring.

So we gave electric a powerful new sound. Using 2 Electrical Resonant Coils, we were able to harness lightning to play music. By changing the frequency at which our Coils emitted electricity we could simulate musical notes. Stringing them together we were able to play hits by The Weeknd, Dua Lipa and more with bolts of lightning. An electrifying soundtrack for the young generation of EV drivers!

This technology was incorporated into our installation to bring this electrical visual and acoustic spectacle to a live audience in Hong Kong's busiest mall with the EQA parked front and centre.

The Mercedes-Benz EQA electric vehicle is marketed to young drivers (aged 25 to 35) who are thinking about purchasing their 1st electric vehicle, maybe even their 1st Mercedes-Benz.

Taking a deep dive into youth culture, we found that MUSIC is at the heart of everything they do. Exercising. Socialising. Working. Driving. They're constantly streaming music.

So when we wanted to change the blandness of electric engine sounds, we looked to music. By using electricity to play the biggest music hits from the genres youth loved most, we were giving them a whole new way to experience music with an electrifying new sound.

Our call to action was simple. Use your mobile device to select a song to play on the EQA Jukebox and by doing so they immediately became a sales lead for our sales team.

To make 200,000 Watts of electricity sing and be safe for our audience to get within feet of, we worked with electrical engineers to custom make 2 Electrical Resonant Coils and the EQA Jukebox structure - including 1.5" thick glass panes. From government-approved blueprints drawn in Hong Kong to manufacturing in China to final build back in Hong Kong, it took almost 2 months.

To play the music, we used algorithms to simplify songs to their base melodies then streamed through the Coils to play music with electricity.

The installation played electrified music live in Hong Kong's busiest mall, New Town Plaza, during a 3 day in-mall car show. The audience selected electrified songs to play, like a real jukebox, using a Whatsapp Chatbot launched with a QR Code. By selecting songs through the Chatbot, the audience automatically gave their mobile number and permission to contact to our sales team.

Our 3 day in-mall installation successfully achieved our objectives.

3,353 songs requested by our audience

14 minutes average audience interaction time

740% increase in sales leads over previous car shows

100% of Hong Kong's 2021 EQA inventory sold out