OSK China presents new CLA as lifestyle icon
Cologne, Beijing, April 2014 – OSK supported the launch of the new CLA in China by creating an exceptional, attention-grabbing presentation of the new compact car by Mercedes-Benz: For the first time, Mercedes-Benz China welcomed not only media representatives, Key Opinion Leaders and selected retailers but also the highly interested public. The striking presentation in the heart of the bustling mega city Beijing once again proved OSK China’s special sense for bold and sensational event concepts.
The first compact sports sedan by Mercedes-Benz does not only featured a progressive design; as the automotive trendsetter on the Chinese market, it also perfectly suits the lifestyle and self-image of the young and sophisticated target group. The benchmark in terms of media coverage – with an emphasis on online media – was set accordingly high.
The new CLA was the centerpiece of the multimedia exhibition and experience “CLA Galleria”, which was open for the entire weekend for people to enjoy. Staged as a lifestyle happening, the vehicle launch lived up to all expectations by automotive and lifestyle journalists, bloggers, KOLs, selected retailers and the public. Unlike conventional vehicle workshops, the approach for the Chinese market was on the emotional impact and the exceptional design of the compact sports sedan.
Like a modern and exclusive art exhibition, the “CLA Galleria” was divided into four areas where product highlights were communicated through guests’ individual experiences with the car while each area showed a different interpretation of the CLA claim “Untamed”. In addition to professional photo shoots in the style of a magazine cover, visitors were treated to a selection of designer pieces by hip labels, multifunctional touch-screen tables and an augmented reality app that could be downloaded on site. The guests could create their own CLA beat on an interactive music station in the Hi-Fi Studio and download the result directly onto their smartphones, along with an individual cover which they created via webcam.
A stable wireless connection ensured that the results, as well as the countless photos and videos generated onsite were seen by the social community in real-time. True to the motto: Once in – always on.
The spectacular results of the event: 550,000 words of comprehensive coverage in major Chinese online media and numerous print articles, including an entire page in China’s most important daily newspaper, China Daily.