Double premiere of the first electric G-Class
:the Mercedes-Benz off-road icon was first launched 45 years ago, since when it has established itself as a true lifestyle must-have. As part of team x, the global marketing and communications agency for the star brand, OSK planned a very special concept for the world premiere. At its heart were two simultaneous highlight events in the most important markets for the G-Class – China and the USA. The primary aim was to generate powerful imagery for brand building in the upper luxury segment as well as international PR coverage.
Through the idea, conception and simultaneous execution of two world premiere events, Mercedes-Benz and OSK connected with the different target groups at two extraordinary locations with presentations and experiences carefully orchestrated specifically for them.
The first event location selected was none other than one of the biggest hubs of Western lifestyle and culture, Los Angeles. What better place to present the first electric G-Class than at an exclusive VIP party in Franklin Canyon Park, Beverly Hills. A-list guests included celebrities such as model Kendall Jenner and actor Bradley Cooper as well as friends of the brand from music, fashion, art and culture. Franklin Canyon Park, with its spectacular lakeside backdrop, delivered the perfect degree of off-road panache. The all-electric G 580 with EQ Technology made its grand entrance on an atmospheric water-stage accompanied by a light show and plenty of dry ice. A further highlight was the surprise appearance of rapper Travis Scott, who performed an exclusive set. The show created unique brand moments and iconic imagery that travelled around the world, delivering excellent reach on social media.
While the focus in L.A. was on lifestyle target groups, the second premiere event at the start of Auto China 2024 in Beijing took parallel aim at the international product and tech media. And the unveiling in a disused gasometer in the arty 798 district was no less spectacular. The new G 580 with EQ Technology drove down a huge artificial rockface onto the stage, where it treated guests to an impressive performance of exclusive functions like G-TURN, a 360-degree on-the-spot pirouette.
More than any other of the brand’s models, the first all-electric G-Class stands for the fusion of tradition and progress – and is another important milestone for Mercedes-Benz on its journey into a new electric era. Originally conceived as a rugged everyday workhorse, the G-Class has long become part of pop culture that is very much at home all over the world. The iconic vehicle has a huge fan base, especially in the USA and China.
Huge thanks to our project partners Karla Otto, Sub.global and Consul for the great teamwork on the L.A. event.
Images: Mercedes-Benz and Raz Krog
“Did Mercedes-Benz just host the party of the week? Travis Scott, Kendall Jenner, Bradley Cooper and more!”
Vogue
“A disused gas storage tank in the Beijing art district of Dashanzi and a secluded lake in Beverly Hills, Los Angeles – Stuttgart automaker Mercedes-Benz chose two unconventional locations for the premiere of its new electric vehicle.”
Stuttgarter Nachrichten
