Mercedes Benz Livestream from the IAA Mobility 2021

Oliver Schrott Kommunikation
© Screenshot
© Oliver Schrott Kommunikation, Mercedes-Benz
© Oliver Schrott Kommunikation, Mercedes-Benz
Published in the
Event Design Yearbook 2022/2023
Book cover

Description

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.

Details

Agency
Oliver Schrott Kommunikation
Client
Mercedes-Benz
Year
2021
City
Munich
Country
Germany
Media Artist
Andree Verleger
Dramaturgy / Architecture / Design / Graphics / Films
Oliver Schrott Kommunikation
Direction / Coordination
Dirk Ludwig, Andree Verleger, Oliver Schrott Kommunikation
Lighting
IXPI, Sound & Light Veranstaltungstechnik
Media
wsmp.tv, Capture Media, AV-X
Music
Idee und Klang, amp Music
Artists / Show acts
Adelinde Knorr Showdesign, DEVADO
Construction
tec ViSiON, Klartext

Categories

Industry
Automotive Industry
Location
Online
Topic
Choreography, Digital, Scenography, Transformation
Type
Augmented Reality, Brand Activation, Brand Experience, Live Performance, Virtual Experience