Cannes Lions

MERCEDES-BENZ

PHOCUS BRAND CONTACT, Dusseldorf / DAIMLER / 2009

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Overview

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Credits

Overview

Description

The client briefings were extensive, specific and highly delineated across focal topics of the business units involved. Each of the four business units involved set their own communicative priorities in separate briefings, and there were overreaching brand messages as well as a corporate message to communicate. Each business unit had a “highlight” vehicle to showcase in addition to a total of over 50 vehicles.

29 service providers were to be combined in a separate communicative area, and solutions in alternative drives was identified as a top learning priority.

Quickly and easily understood communicative measures were required on multiple levels.

Execution

The architecture supported the hierarchical communication design by using the corporate presentation as an elevated entrance to the brand.

A sphere-like structure of semi-transparent “wings” encompassed the brand, while stairs led to the brand from the corporate platform, providing an orienting overview and creating a link. Brand messages were projected on the “wings”, creating a pulsing atmosphere through changing colors. The “wings” were open to varying degrees, allowing access and visibility across the stand.

Highlights were identified by a halo-like structure with the product message. Detailed information surrounded the highlighted vehicles and the interactive displays demonstrating innovations within the brand.

Outcome

Independent exit studies showed that overall visitor satisfaction was over 87%.The goals of imparting information about the technical developments in the Mercedes-Benz brand were predominately met, with 75% of those polled reporting having received an overview of technical data.

87% of polled drivers reported feeling “valued as a customer”, and 88% understood that alternative drives at Mercedes-Benz are reality, not a future vision.The stand visit goal of “preparation for new vehicle acquisition,” was met by over 65%, compared to 47.9% in 2006.

In a direct comparison, the Mercedes-Benz presentation was preferred by more than 80% over the competition.

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