The new GLA Mercedes-Benz: a crossover with many souls, a multiplier of experience that offers unexpected opportunities to the driver. Starting from these premises, Gruppo Peroni Eventi wanted to offer to the target consumers the occasion to participate in a series of initiatives: web, digital, and surprising events that enriched everyday life in an entertaining, touching, and exclusive way. Always and in any case, unforgettable. The initiatives, besides being consistent with the positioning of the car, are results that are in line with the ongoing communication activities that are both linked to the concept of change. A hub was the principal motor behind all these events: a work station with an interactive installation, equipped with an info desk and presided over by six promoters who organised interactive activities, as well as the protagonist of the location, the new GLA.