The Global Training Experience (GTE) by Mercedes-Benz was held in Ibiza in 2018. 14,700 participants from all around the world were flown in for a day over a period of 11 weeks. The content focus was the market introduction of the new Mercedes-Benz A-Class with its new digital voice control, the so-called MBUX. Information and content were not only to be communicated in line with the buyer target group.
The concept should also contain as many digital elements as possible in order to drive forward digital transformation within the corporation.
Stagg & Friends developed an exchange platform in the style of a convention. What the Mercedes-Benz IAA presentation and the me.convention is for customers was realised under the name Hey Mercedes for sales. An open-space training campus, A_lements, was designed to inspire with an open club atmosphere. The participants informed themselves with their own smartphones, on interactive gaming interfaces with various augmented reality formats. Sharing and commenting on the still unaccustomed social media were to be introduced and promoted.