Mercedes-Benz Global Training Experience Citan 2021
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.