Brief
- Organise a presentation of the new Mercedes-Benz S-Class for VIP guests in Moscow and 5 Russian cities, hold pre-premiere press previews of the model for media representatives and bloggers
- Develop a creative show concept, integrate into the car presentation:
- performance by Aida Garifullina as a high art symbol
- mono-performance by Danila Kozlovsky in regional events
- Hold events in unique locations: car presentation should have
Challenge
- Create a 'digital twin' of the event: not only organise an offline presentation of the new Mercedes-Benz S-Class, but also a digital download of the car, using footage from the world premiere in Germany, and creating new and unique content, with footage of the car on the night before the event
- Harmoniously combine in one concept the classical component of brand spirit with great history and tradition on one hand, and the innovation and technology inherent in the car on the other
Solution
In September 2020, we implemented a large-scale series of events - the Presentation of the New Mercedes-Benz S-Class for customers and fans of the brand. Events were held in Moscow, St. Petersburg, Kazan, Novorossiysk, Krasnodar and Sochi.
On 10 September the car was presented to journalists and bloggers at a special pre-premiere show.
An exclusive premiere of the new car for a VIP audience took place on September 11 in Moscow, in the format of a closed social event.
The content of the event was built around the concept "Privilege of Intelligence", reflected in the New Mercedes-Benz S-Class.
The S-Lounge space was created for the presentation. The intelligent content of the show was broadcast on a unique circular LED screen. The entire space around it was transformed by the lighting performance and contour lighting of the stage elements.
The culmination of the show was the spectacular appearance of the main character of the evening in a ring of light - the New Mercedes-Benz S-Class presented by the world opera diva and Honored Artist of Russia Aida Garifullina. The singer's composition became the basis for the sound-design of the show.
Show and the story of the top-managers of the brand about the New Mercedes-Benz S-Class were available not only for the guests of the S-Lounge space, but also for all the spectators who connected to the broadcasting of the event on the Internet. A "digital look-alike" of the model presentation was created for the online event, which included content from the Stuttgart car world launch party and exclusive footage, specially filmed on the eve of the car premiere in Moscow.
The guests were treated to a virtuoso performance by the People's Artist of Russia and long-time friend of the brand, Denis Matsuev, who performed a number of classical pieces and jazz improvisation. The pianist was also joined by Aida Garifullina.
An interactive digital installation was developed as part of the 'Intellectual Privilege' concept. Content was created by body movements or hands of event guests and transformed into the silhouette of Mercedes-Benz S-Class, smoothly moving away.
After an impressive premiere in Moscow, the car travelled to St. Petersburg where the guests of the S-lounge, created in the northern capital, could see the show presentation, featuring the opera singer Svetlana Nosova. The headliner of the evening was Dmitry Evgrafov, neural network composer and co-founder of the popular Endel app.
The presentation of the car in Kazan, Krasnodar, Novorossiysk and Sochi was held in the format of a mono-performance - the famous Russian actor Danila Kozlovsky read letters to Karl Benz. The premiere of the New Mercedes-Benz S-Class was the key and most ambitious event of the year for the brand.
