Mercedes-Benz – launch of the new A-class

When Mercedes-Benz launched its new A-class – partly towards a new target group – four parallel events where held in four different venues. Almost 1000 carefully selected invitees took part in the events and where met by lit up cars and muffled pulsating sound-effects; all linked to the on-going advertising campaign. Cars were tested, food and beverage was consumed and on stage an easy-going dialogue took place between Mercedes-Benz experts. The event was fruitful and the minute all guests were invited to sign up for a test drive during the up-coming weekend, the interest was, of course, immense…


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