OSK helps launch new E-Class with “The Essence of Quality Life” TecDays
Chengdu, August 26, 2013 – Along with 300 guests over a four-day media workshop and test-drive held across multiple locations around Chengdu, China’s fastest growing city, OSK helped launch the new E-Class long-wheelbase onto the market. The approach of the Mercedes-Benz China PR-team together with OSK was showcasing the car’s two distinctive personalities in a sleek, comfortable and modern setting, in order to solidify the new E-Class positioning in China.
“The Essence of Quality Life”, conceptualized by OSK, was the perfect basis for launching the 2013 E-Class Sedan and Sport Sedan onto the market. The modern E-Class customer in China, being hardworking and successful, surely can relate to the need for an equally balanced and dynamic lifestyle – whether at work, home or play, to complement them.
Therefore, OSK helped create a world of “quality life”, where guests mingled and freely-explored the various stops on their day-long E-Class Quality Life discovery journey, which included a high-tech themed workshop at the Museum of Modern Art Chengdu, and test-drive featuring two intermediate relay stations at the premium shopping area Raffles City, and a sustainable Mercedes-Benz dealership called “The Green Showroom”.
At every stop along the way, media and guests were treated to a hands-on, intimate and interactive event experience, as they were highly encouraged to see for themselves what living the new E-Class lifestyle was all about.
The event was met with widespread praise from top executives and media alike. Mr. Henry Li, Senior Executive Vice President of Network Development, BMBS, mentioned that he particularly enjoyed the creative and comfortable set-up, while Mr. Björn Hauber commented that he felt very comfortable throughout the program, and particularly praised the “fresh and enjoyable” concept in presenting a car.
OSK was responsible for concept creation, content development, graphic and motion design, architecture, speech development, text visualization, and full-process project management as the overall lead agency.