Our offices in Munich and Berlin have created the Mercedes-Benz Fan-Klasse roadshow, an innovative brand experience based on the brand’s Euro 2016 campaign. The exciting blend of digital and physical experience draws consumers into the world of the car company. In late April the roadshow kicked off with a VIP night in Frankfurt. It will be on tour until early July with stops in 21 cities across Germany.
Here’s the whole idea behind it: Participants can choose one of 13 models from Mercedes-Benz and smart for a test drive and add unique Euro-themed decoration like stickers and flags. The selected car is driven into the “locker room”, a container resembling the changing room of the German national team. The car then appears on a large LED screen and gets decorated by German national team members according to the consumer’s selection.
The test drivers can watch the decoration of the digitalized car. This makes for an exciting symbiosis of digital and live experience. The car then leaves the cabin and is ready for the test drive. By using the campaign hashtag #MBFanKlasse they can share pictures of the event on Facebook, Instagram or Twitter and on a social media stream on the web special www.fanklasse.de.
As our managing partner Guido Emmerich explains:
We specifically create excitement around the EURO 2016. As in our previous Mercedes-Benz brand experiences the Fan-Klasse roadshow activates a younger target group and introduces them to the brand and the products of Mercedes-Benz.
Mercedes-Benz’ biggest German roadshow to date combines different models and even divisions like smart, Mercedes-Benz Transporter and Service. The Fan-Klasse roadshow is integrated in Mercedes-Benz’ Euro 2016 advertising push “Vive la Mannschaft”.