Strong upbeat to the IAA
Mercedes shows the way for the future of the automobile
Frankfurt/Cologne, September 2011 - With a two-stage upbeat event for international journalists at the beginning of the 64th International Automobile Exhibition in Frankfurt, Mercedes-Benz showed its vision of the future of the automobile. To conclude the 125th birthday year ...
Frankfurt/Cologne, September 2011 - With a two-stage upbeat event for international journalists at the beginning of the 64th International Automobile Exhibition in Frankfurt, Mercedes-Benz showed its vision of the future of the automobile. To conclude the 125th birthday year of the motor car, the top brand showed at the highest emotional level the concepts and technologies with which the inventor of the automobile will be tackling the next 125 years of individual mobility.
Oliver Schrott Kommunikation was responsible as lead agency for the planning, conception and implementation of these two PR events as well as for the background programs. Their eye-catching staging was accomplished in close co-operation with media artist Andree Verleger and his company ABC Eventproduktion.
This was the first time that Mercedes-Benz had invited 600 guests to the Festival Hall of Frankfurt Fair on the evening before the actual opening of the IAA. The single theme at the centre of the gala opening evening was the opportunity posed by hydrogen as the central energy source for the emission-free mobility of the future. Against the magnificent background of a thrilling show programme entitled Symphony of Innovation, Dr Dieter Zetsche presented an S Class of the future in the form of the F 125 research vehicle, which is driven by a fuel cell. His speech on the future of mobility, together with two introductory films also produced by OSK featuring the boss of Linde, Wolfgang Reitzle, and the American advisor and visionary Jeremy Rifkin provided the event with a suitable programme framework.
The second act of Mercedes-Benz fair communication was the IAA press conference on the first press day. Under the motto Mercedes NEXT, the brand deliberately distanced itself from the festive formality of the previous evening by being noticeably younger, more colourful and trendier, perfectly matched to the small and compact models of the smart and Mercedes-Benz series.
As on the previous evening, the links between the virtual and the real world played a central role in the staging of the smart fortwo electric drive, the smart forvision study, the new Mercedes-Benz B Class and the open super sports car SLS AMG Roadster. Videos with powerful images on large moveable media surfaces in combination with artists and dancers performing live in a carefully balanced mix of information and emotion ensured excitement, entertainment and strong pictures of the new models.