Out into A-Space

Launch of the A-Class as an interactive experience

Cologne/Beijing/Shanghai, April 2013 - For the presen­ta­tion of the new Mercedes-Benz A-Class in China, OSK in Beijing devel­oped a novel event concept. As a multi­media work­shop, the “A-Space” consis­tently fulfilled the expec­ta­tions of China’s Internet-fasci­nated jour­nal­ists, blog­gers and dealers ...

Cologne/Beijing/Shanghai, April 2013 - For the presen­ta­tion of the new Mercedes-Benz A-Class in China, OSK in Beijing devel­oped a novel event concept. As a multi­media work­shop, the “A-Space” consis­tently fulfilled the expec­ta­tions of China’s Internet-fasci­nated jour­nal­ists, blog­gers and dealers. Instead of clas­sical formats and long talks, the focus was on inter­ac­tive, playful expe­ri­ences and web-based activ­i­ties. For this purpose the attrac­tive spaces of the Sinan Mansion in Shanghai were expanded by a digital dimen­sion: the central compo­nent of the concept was a specially created A-Space app with which one could, among other things, create one’s indi­vidual A-Class Avatar. In this way, visi­tors expe­ri­enced the A-Class abso­lutely person­ally and inter­ac­tively at six work­shop stations. Subse­quently partic­i­pants posted their A-Space expe­ri­ences in a large number of enthu­si­astic contri­bu­tions on Weibo, China’s largest online social networking site.

This mix of classic vehicle presen­ta­tion and inter­ac­tive extra infor­ma­tion fitted as perfectly to the lifestyle asso­ci­ated with the new A-Class as it did to the commu­ni­ca­tion behaviour of the online-fixated target group: young, dynamic, always on.

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