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 brand’s 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 company’s 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.

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A hydrogen-theme stage show that set a new stan­dard for car-show over-the-topness.

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                                Jack Ewing, New York Times Wheels blog, 14.09.2011

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