To align Mercedes-Benz with Spiegel Worlds – Empire event, to launch the all new A-Class vehicle; catapulting the brand into a new automotive category.
The Creative Shop transformed a Mercedes-Benz A-Class into an amazing world of discovery by using the vehicle to deliver an in-car projection, whereby the windows acted as the canvas for various amazing visual scenarios. Event attendees were able to take an image of themselves via a number of touch screen kiosks, placing themselves behind the wheel of the all new A-Class, before choosing what amazing visual experience took place in the car alongside them. From filling the car with vibrantly coloured, larger-than-life butterflies, through to having Empire performers display aerial acrobatics whilst inside a giant bubble, the user generated images were all captured and displayed inside the car real-time, before being sent back to each event attendee via an eDM and being posted to Mercedes-Benz Facebook page. This innovative activation was the first of its kind in Australia and featured at the Entertainment Quarter Sydney, on the rooftop of Crown Casino Melbourne and in Brisbane CBD.