Brand | MERCEDES BENZ |
Product/Service | GLC AND GLE |
Entrant | JUFFALI AUTOMOTIVE CO. Jeddah, SAUDI ARABIA |
Category | Launch / Re-launch |
Idea Creation
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PHENOMENAL PR & EVENTS Jeddah, SAUDI ARABIA
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PR
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PHENOMENAL PR & EVENTS Jeddah, SAUDI ARABIA
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Why is this work relevant for Brand Experience & Activation?
Instead of doing the common car unveil for newly launched cars. We created an engaging event where we transported the guests into the realm of GLE and GLC separately, by letting them experience the lifestyle of the targeted audience of each car respectively through an exciting journey.
The realm was realized through creating a corner for each car, of which represented a glimpse of the targeted audience lifestyle
Between the 2 corners we built a TOMMY HILFIGER store, since both groups have fashion as a common ground
Background
Creating a memorable unconventional car reveal where the guest can see and touch the cars, enjoy their time and discover which life style the relate to.
Describe the creative idea (20% of vote)
For GLC the targeted audience personality is young 25 and over couple who are active and enjoy sports activity, travel, and fashion
For GLE the targeted audience is more of a settled and successful individual who already has family, enjoys classic music, 5 stars restaurants and lounges, and fashion.
Based on that, we transformed Mercedes-Benz showroom into a European city. And we created two corners, each reflected the life style of the targeted audience of each car with creating a common area in the middle to connects both corners.
Describe the strategy (20% of vote)
To build 2 different area For GLC and For GLE each area have a different activity based on the car persona
Describe the execution (30% of vote)
For GLC we built:
- A 5-meter climbing wall, with professionals to operate it.
- Kickboxing gym, which was operated by a professional kickboxing team. Guests where given the chance to participate in the kickboxing classes
- A European style coffee shop with 5-meter high brick walls and street guitar player.
- Coffee shop served all type of coffee drinks, fresh juices, and pass around canapes
For GLE we built:
- A high-end lounge with a professional Harp player.
- The lounge served different types of juices, coffee drinks, and more sophisticated canapes
Between both corners we built a clothing store, since fashion is common ground between both targeted audiences. The store was operated by TOMMY HILFIGER, and showcased Mercedes-Benz clothing line
List the results (30% of vote)
An engaging event that was attended by 323 VIP guests, who were enjoying the activities. Got to see and feel the cars comfortably and were assisted by the product experts from Mercedes-Benz
Credits
Abdullah Marzoqi |
Phenomenal |
Execution |
Faisal Ghouth |
Phenomenal |
Idea Creation |
Heba Zahid |
Phenomenal |
Planning |