Beijing, 2017 – Around Chinese New Year, OSK helped deliver an unprecedented event – inviting media guests from all over the country to Mercedes-Benz’ living room – the Mercedes me store, Sanlitun – in order to celebrate Chinese New Year together with the Mercedes-Benz family.
OSK developed an event that fully reflected the festival atmosphere. With a Chinese New Year oriented concept, warm-colored set-up and decorations, living room feeling visuals, cultural activities, executive dumpling making party and tailor made New Year themed gifts; media guests felt the warmth of celebration. In this way, the event was consistently active and lively – very different from a formal press conference.
With the entire Beijing team’s effort put towards conceptualization, set-up, content, visualization, program, hospitality and all aspects of the event, OSK successfully achieved a new milestone with a completely new event format.
The key communication goals were clearly conveyed to the media, and the balance between the brand’s emotional side and marketing database was once again illustrated to the media through an enriching communication vehicle.