After a year and a half without physical trade fairs, IAA MOBILITY 2021 offered Mercedes-Benz the opportunity to realise a hybrid event: the premiere of four electric vehicles was designed to appeal to the public both locally in Munich and around the world.
Together with the media artist Andree Verleger, OSK realised a novel event that was intended to enthuse analogue and digital spectators alike. With this in mind, the brand experience played with the limits of physical elements in a targeted manner and offered the digital public an exclusive perspective.
3D worlds were created on the livestream specifically for each of the four vehicles with the help of live augmented reality content. While the public in Munich was following the real show, for the digital spectators the physical experience blended with the digitally augmented 3D setting. This created a novel and exclusive venue for the online participants.