- Transforming Communication
Global debut of the Mercedes-Benz A-Class in Geneva, 2012:
Given the current popularity of home cooking, the best place to hold a party is in the kitchen. Against this background, OSK set the scene for the world premiere of the new Mercedes-Benz A-Class by installing the chic and homey “A-Kitchen”. Its dimensions, however, were a little larger than in most homes – the kitchen units alone occupied an area of 400 square meters.
Never before had the guests of a Mercedes-Benz world premiere gathered in such a relaxed atmosphere as the one created on the eve of the Geneva Motor Show. A few pots of herbs, a casually discarded cooking magazine, cutlery and glasses – the long kitchen and dining counters were decorated and equipped exactly as they would be at home. The names of the dishes were inscribed in the stone of the columns surrounding the venue. While placing their orders and enjoying the food, guests could engage in conversation with the chef, as though they were visiting their local diner. Or they could chat with a senior Mercedes-Benz executive over a fresh beer.
The venue selected by the OSK team for this rather off-the-wall event was the Espace Hippomène, a former sewing machine factory built in the Bauhaus style. Here they created an environment that was just perfect for presenting the new A-Class to its youthful target group.
For the presentation of the model line to the audience, CEO Dieter Zetsche adopted a suitably casual tone. As the keynote speaker, he also hosted the evening’s proceedings, which included appearances by members of the national soccer team and a variety of performers. Billed as an automotive premiere, the informality of the event soon generated a cool party mood with a genuine feel-good factor. The 650 or so journalists and guests very happily amused themselves at the world premiere, “among friends” in the kitchen.