2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

CLS Launch

Background

• Launching the new Mercedes-Benz CLS the following:

Describe the creative idea (20% of vote)

o CLS (Displayed in clean colored area that changed each our passed on specific moods)

Describe the strategy (20% of vote)

Sport Car Lover and SDF visitors

Describe the execution (30% of vote)

• Planning phase: 3 Weeks. • Communication phase: 1 week • Execution phase: 17 days.

List the results (30% of vote)

• Over 300 visitors per day • Over 30 media publications (Newspaper, online news sites)