With its new compact car models, Mercedes-Benz is penetrating a new segment. The aim is to win new customers, especially younger ones. The auto show production plays a prominent role in the current campaign ‘Pulse Beat of a New Generation’. How can it help to position the brand as younger, more open, and forward-looking one?

At IAA 2011, the Stuttgart carmakers accepted the challenge: create a dramaturgical production that meshes the exhibition route and the length of people’s visit seamlessly. The open architecture leaves people plenty of space to gaze and stroll around. At regular intervals, the show draws their attention to the stage, where exhibition themes are presented in a series of different scenes. Layered, mobile media panels create a stage for vehicles and people in ever-changing new scenes. Media panels, cars and people are choreographed as if on a theatre stage.

928.000 Vistors265.000 Social Media ContactsGlobal Media Audience: 1.360.000 Mercedes-Benz is the most spotted brand of the IAA 2011. (F.A.Z. Institute)