Project brief
AMG, the high performance arm of carmaker Mercedes-Benz, strengthened brand focus in China with a spectacular event that combined dealer conference and product launch with racetrack fun.
The thought behind Mercedes’s engagement with the Pico team was to create a conference that would inspire dealers. The key would be engagement: as well as being a platform to discuss products and sales targets, the conference would offer a preview of an exciting new model, a chance to drive it, and to see it in action in the drifting performance.
The team was responsible for all production of videos, lighting show, launch performance and stage fabrication; as well as full event operation management including guest and VIP hospitality, shuttle services, accommodation and catering.
Execution
With traditional conference venues being incapable of supporting test drives and drifting demonstrations, the team opted to host the event at an actual racetrack, the Red 1 Karting in Beijing. Areas adjacent to the track were organised into distinct conference and car launch zones, all separated by power-driven curtains which would be opened at appropriate moments to reveal such surprises as a lighting show or drifting performance. The latter elements spectacularly supported the event’s centrepiece: the China dealer preview of the new AMG 43-series line.
Also notable was the team’s interactive use of the H5 platform. Initially used as a guest registration app prior to the event, it transformed into a questionnaire app to collect dealer opinions on the AMG 43-series. Results of the survey were displayed in real time on a large screen during the conference.
Results
- Drew attendance of more than 400 guests, including dealers and VIPs
- Earned a Bronze award in the Best Conference Event category at the 2017 Event Marketing Awards
AMG dealers’ impressions of the new 43 series will be vital to the line’s public launch in China near the end of 2017.
