Paris – Beijing, 2006 – In order to experience the benefits of the latest in diesel technology, OSK developed one of the most spectacular PR formats of recent years – a transcontinental long-distance drive covering 14,000 kilometers, two continents, through nine countries and six time zones. On the starting grid – 36 E-Class sedans with environmentally-friendly diesel power units. Behind the wheel for the five stages – around 550 international journalists, photographers, TV crews, selected customers and internet users, selected from over 50,000 applicants as part of a co-operation with eBay.
Networked with the Paris and Beijing Auto Shows, as well as the start of local E-Class production in China, global coverage in print, TV and internet reached as far as Peru, South Africa and Thailand. The sheer extent of the experiences and events even inspired media outlets such as “auto, motor und sport” and “Auto Bild” to set up dedicated websites and blogs in order to keep readers up to date with the daily developments on the largest diesel marathon of all time.
Honored with the European SABRE PR Award and the Logistics Service Award from the German Logisitcs Association.
The most ambitious promotion of diesel cars ever.
A truly once in a lifetime event.
It wasn’t just the new E-Class that made this tour a real experience, No, it was the organization of Mercedes-Benz and agency Oliver Schrott Kommunikation that had every possible eventuality covered.