Hydrogen is the fuel of the future
IAA Media gala // Mercedes-Benz
To conclude the anniversary year 125! Years of Innovation, Oliver Schrott Kommunikation stages a radical vision for the future of individual mobility for Mercedes Benz: based on hydrogen combustion, fuel-cell drive is intended to blaze the trail into a completely emission-free, oil-independent era ...
To conclude the anniversary year 125! Years of Innovation, Oliver Schrott Kommunikation stages a radical vision for the future of individual mobility for Mercedes Benz: based on hydrogen combustion, fuel-cell drive is intended to blaze the trail into a completely emission-free, oil-independent era and change the entire energy economy for ever. As impressive proof of the realizability of its future conception, the inventor of the automobile presents the new, spectacular F125! research vehicle to an audience of over 600 invited international automobile journalists within the framework of an exclusive media gala held on the evening before the IAA.
The aim of the PR event conceived and realized by OSK in the Frankfurt Festival Hall is to impressively and credibly consolidate the brands claim to leadership and innovatory spirit, showing its technological potential for a new, sustainable energy economy.
As the centre-piece of the event, OSK weaves presentations and live appearances with video installations on large, variable LED screens to generate unique image worlds. This dynamic interplay of reality and virtuality provides an impressive stage for host and speaker Dr Dieter Zetsche and his messages. Video links with the American government advisor and prophet Jeremy Rifkin and with Wolfgang Reitzle, chairman of the board of directors of Linde, underscore and add weight to the statements made by the head of Mercedes, vouching for the realizability of his visions.
The highlight is a ten-minute multimedia Symphony of Innovation, also providing the mission image of the press event when the hydrogen-powered F125! research vehicle finally enters against the backdrop of a gigantic virtual waterfall.
The conception for this appeal to the media fulfils all expectations: Mercedes-Benz successfully brings the topic Fuel Cell back onto the media agenda and occupies it 100 percent. The F125! research vehicle as a demonstration for the companys capacity for innovation lands a proud second place in the evaluation of the media.
This communication strategy based on tangible messages and powerful images also generates measurable success in the electronic media: in the worldwide on-line ranking as well as in global TV evaluation, Mercedes-Benz takes a respectable third place.
A hydrogen-theme stage show that set a new standard for car-show over-the-topness.
Jack Ewing, New York Times Wheels blog, 14.09.2011