Mercedes-Benz Global Training Experience Citan 2021

Stagg & Friends
© teamfoto Marquardt
© teamfoto Marquardt
© teamfoto Marquardt
© teamfoto Marquardt
Published in the
Event Design Yearbook 2022/2023
Book cover

Description

An international training event for 4000 members of the Mercedes-Benz Vans sales team was planned with the Global Training Experience Citan 2021. The agency STAGG & FRIENDS took over its handling and realsed a varied training experience in Cologne with a tailored hygiene concept in compliance with coronavirus regulations. The event spanned six weeks and allowed the participants to immerse themselves for 24 hours rospectively into a specially created brand and product world.

"The all-new Mercedes-Benz Citan - FEELS GIANT" - the claim of the marketing campaign was the inspiration for the design of the training campus. Apart from test drives for the target group surrounding the new Citan, the focus was on activating learning experiences in the 4000-square-metre LEARNscape.

The myGTEApp served the purpose of an managing contacts, processes and timing, wtih a view to the hygiene concept. It also supported learning, with digital training touchpoints designed to playfully convey complex product content with gamification elements. The hands-on training for the participants was by means of a wide variety of digital tasks and directly on their own mobile device. The possiblity of gathering points in the GTE challenge provided additional impetus.

Details

Agency
Stagg & Friends
Client
Mercedes-Benz
Year
2021
City
Cologne
Country
Germany
Dramaturgy
art.of.us – creative works
Architecture / Design / Media / Films
jangled nerves
Lighting
PRG Germany
Decoration / Construction
Artlife
Catering
Kofler & Kompanie Newco

Categories

Industry
Automotive Industry
Location
Rented Location
Topic
Gamification, Interactive, Learning, Pandemic, Sales, Technology
Type
App, Employee Event