OSK China on the “Pulse of a New Generation”
OSK helped Mercedes-Benz China take lifestyle media and dealers from China on a fascinating ride through the world of the new A-Class for the market launch of the new Mercedes-Benz model. Instead of expert presentations and lectures, “The A-Space” workshop provided guests with a variety of interactive experiences in a vibrant atmosphere of a specially-designed concept store.
The unprecedented event appealed to the playfulness and affinity for social media of the mostly young and highly Internet-savvy Chinese journalists, who diligently posted on Weibo and WeChat (the Chinese equivalent of Twitter and What’sApp) during and after the event. The purpose of the event was to connect the A-Class slogan “The Pulse of a New Generation” with a modern, individual lifestyle, and thus fascinate young and affluent customers for the new A-Class in China.
Guests received an iPad mini upon their arrival in the stylish A-Space, located at the Sinan Mansions in Shanghai. An app specially-designed for the workshop with individualized Avatars led guests through the various stations of the Sinan Mansions, where both real and virtual experiences were created around the new A-Class. At the conclusion of each experience, the app analyzed the answers guests provided on their own unique preferences, and revealed to them their own unique Avatar. A total of seven A-class Avatars defined the various A-Class personalities, including “The Rebel”, “The Fashionista” and “The Type A”.
The ultra-modern set-up included a large reception counter, big screens and several key design elements of the new A-Class. Guests were also treated to the hip music of a DJ combined with video installations – providing the A-Space with the look and feel of a truly revolutionary concept store. Rounding out the guest experience were even more dynamic and interactive areas that included the Design Space, a “Heart Room” that literally “beat” to the drum of the A-Class’s powerful engine, and Augmented Reality stations that truly brought to life the very essence of the new A-Class.
