Casual, informal and open – this is what the atmosphere of present-day marketing events should be, even in the rather conventional area of press presentations. The world premiere of the new Mercedes-Benz A-Class in Amsterdam is an example of this. Oliver Schrott Kommunikation developed a concept that was akin to a leisurely festival and gave the guests freedom in terms of content, space and time. During
the day, they could choose freely between various program items – workshops and presentations, visits and discussions, or a visit to a trendy co-working space. The content was both about the new A-Class and the new trend district Amsterdam Noord.
The central feature of the afternoon program was the “A Campus” in the Kromhouthal, a former shipbuilding hall. The car‘s highlights were presented there in a style reminiscent of a city district in a shop and café setting. At the “Multimedia Store”, visitors found out everything about the new intuitive multimedia system MBUX capable of learning. In the “Lounge”, guests experienced the interior of the A-Class at close quarters via virtual reality. And the “Garage” offered all information about the latest technology of the compact four-door model. The evening highlight was the official presentation of the new car model by Daimler boss Dieter Zetsche: by means of its new intelligent voice control he held a small talk with the new A-Class.