To promote Mercedes-Benz's AMG/EQ ranges,in addition to the traditional road test, we have designed 2 formats of immersive and original activations built specifically for dealers nationwide
Water and land were the elements that characterized the two format concepts:
Water Experience: a journey through which we transformed the element of water into an exciting luxury experience: from a road test drive to a sailing experience on the open sea, with Water Testing by a Hydro-sommelier.
Essence Experience: a sensory journey through the country's most picturesque and "aromatic" paths.At the center of the experience, but also a special fragrance workshop to discover the essence of travel in Mercedes-Benz cars.
On the way to the location, Guests had the opportunity to test drive the entire AMG/EQ range of cars, accompanied by the voice of an expert local guide, who through an app downloaded on Motorola Edge 30 cell phones connected to the car's MBUX system, narrated the characteristics of the area touched.
The traveling event saw the splendid setting of Villa d'Este in Cernobbio as its first stop and then took place throughout Italy.
In this project, "the journey" was made into a terrain of experience, just as it was for the great travelers of the past, who exchanged information, smells and scents characteristic of the places they visited, and there were indeed many moments of high emotional impact throughout the event.
The Mercedes Experience was marked by significant numbers:
- 49 Experience events
- 49 Mercedes fleets
- 49 dream locations
- 39 dealers
- 18 Regions of Italy
- 980 participants among prospects and customers
- 3rd place - best trade retail event - Best Event Awards 2022
