Digital Transformation as a Live Experience

Press communication IAA 2015 // Mercedes-Benz

With an impres­sive showing of their digital compe­tence, Mercedes-Benz inspired the inter­na­tional media during the kick-off of the “Inter­na­tionale Auto­mobil-Ausstel­lung (IAA)” 2015. During the now-tradi­tional Mercedes-Benz Media Night on the eve of the fair, the brand with the star commu­ni­cated the ...

With an impres­sive showing of their digital compe­tence, Mercedes-Benz inspired the inter­na­tional media during the kick-off of the “Inter­na­tionale Auto­mobil-Ausstel­lung (IAA)” 2015. During the now-tradi­tional Mercedes-Benz Media Night on the eve of the fair, the brand with the star commu­ni­cated the connec­tion between the phys­ical and the digital world as an impor­tant element and success factor for their corpo­rate strategy. They also demon­strated how far Daimler had already come regarding its digital trans­for­ma­tion in the entire value-added chain.

In order to trans­late the complex inter­ac­tion into strong visual images, the stage was extended by a third dimen­sion. Ten glowing flying spheres filled with helium impres­sively inter­acted in a futur­istic chore­og­raphy with content and messages shown corre­spond­ingly on LED screens - a playful dialogue between man and tech­nology. In close coop­er­a­tion with the media artist Andree Verleger, a completely new way of staging in the three-dimen­sional space was thus created and it turned the abstract topic of digital trans­for­ma­tion into an emotional expe­ri­ence. The high­light was the reveal of the show car IAA (Intel­li­gent Aero­dy­namic Auto­mo­bile,) a successful proof of digital trans­for­ma­tion.

Against the back­ground of the tech­no­log­i­cally funda­mental changes in the auto­mo­tive industry, Mercedes-Benz success­fully posi­tioned them­selves once again as a driver and shaper of progress and, with their IAA commu­ni­ca­tion, they gained the most atten­tion among all brands in inter­na­tional coverage.

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The biggest show of the IAA (show­cases, edition 4/2015).

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