OSK and Daimler AG win SABRE Award in Gold

Jury honors world premier of Mercedes-Benz E-Class

Oliver Schrott Kommu­nika­tion (OSK) and Daimler AG have won the coveted Gold SABRE Award in the "Trade Show" cate­gory. The jury recog­nized the convincing world premiere of the new Mercedes-Benz E-Class at the North Amer­ican Inter­na­tional Auto Show (NAIAS) 2016 in Detroit ...

Oliver Schrott Kommu­nika­tion (OSK) and Daimler AG have won the coveted Gold SABRE Award in the "Trade Show" cate­gory. The jury recog­nized the convincing world premiere of the new Mercedes-Benz E-Class at the North Amer­ican Inter­na­tional Auto Show (NAIAS) 2016 in Detroit.

At NAIAS 2016, OSK presented Daimler AG’s new vehicle model as the pioneer of autonomous driving - currently the auto­mo­tive industry’s hottest topic. About 450 guests expe­ri­enced a collec­tive “test drive” of the self-driving E-Class. In a unique inter­play of live perfor­mance and 360-degree video, an actual vehicle moved in front of a digital back­drop (an 80-meter-long LED band) that spanned the entire room and surrounded the audi­ence.

As media anal­ysis has shown in retro­spect, the E-Class, commu­ni­cated as the "Master­piece of Intel­li­gence," was the most visible model for the inter­na­tional press.

The SABRE Awards - the name stands for "Supe­rior Achieve­ment in Branding and Repu­ta­tion" - are among the most impor­tant inter­na­tional PR prizes and have been held annu­ally by the New York branch office of the Holmes Group.

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