The creative idea is to turn the Mercedes-Benz brand presence 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.

For the first time, the brand presence is conjoined with the “me Convention” —an inspiring platform on which future themes are discussed—: Mercedes-Benz and South by Southwest (SXSW) gather together the leading minds in the worlds of technology, design and creative business for the first time during the IAA Frankfurt. The “me Convention” presents three days of dialogue, interaction, networking and entertainment. Visitors are prompted to participate in designing tomorrow’s future fields.

The „me Convention“ is staged with a festival feel in the Festhalle Frankfurt and is accompanied by a series of evening events with parties and concerts in the city’s station district (Bahnhofsviertel).

The Convention focuses on dialog, interaction and networking and combines elements of both conferences and festivals. Dialog and the exchange of knowledge shared by all on an equal footing is central. More than 150 speakers on four different stages present their visions for the future at talks, panel discussions and workshops. These talks focus on the subjects of New Leadership, New Realities, New Urbanism, New Creation and New Velocity. Visitors are active participants and can, for instance, engage with speakers and other guests using the me Convention app.

The me Gate—as the exclusive entrance and the gateway to the city, co-working spaces, creator spots, outdoor and chill-out areas, and a food market—creates a unique experience and links conference and festival.

Downtown hotspots leap the boundaries of the exhibition center, and extend Mercedes-Benz’ presence at the IAA to the city center, making it available to the public at large.

According to an independent survey from GfK, an opinion research institute, the visitors in Frankfurt had a 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 signifance 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.