Mercedes-Benz

Daimler AG - Mercedes Me
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The Mercedes-Benz name may be synonymous with the theme of mobility but there is so much more hiding behind the brand: exactly how much more was revealed to customers and visitors through a holistic, fully-realised concept: A four-day event Discover me that took place from 10 – 13 September 2015 at the centrally-located Waranga bar on Kleiner Schlossplatz in the heart of Stuttgart.

As part of a multi-faceted program ranging from inspirational talks, exhibitions, concerts and a unique Designer Market through to a premiere presentation of the new C-Coupé, the diverse themes in which Mercedes-Benz skilfully excel were brought to life - from mobility, connectivity and financing through to its engagement in the creative industries and sport. The varied program was flanked by a tailored communication concept presented across all major channels, via its own app, as well as through a specially created newspaper.

DISCOVER ME – THE EVENT

360 Degrees for the Customer

Thanks to its wide range of expertise, Mercedes me can comprehensively assist people in their daily lives and what’s more, can do so according to individual desires and needs. The event Discover me summed up this wide range of services and products in a clearly visible way. By following the inspirational talks, visitors were not only informed and inspired on the subject of connectivity, but were also able to connect their own vehicles.

Interested users were also able to explore the advantages of the Mercedes me-App – which offers digital access to the broad range offered by Mercedes-Benz. Be it service, information or entertainment, the main focus of attention is always on the customer, ensuring they enjoy a tailor-made service. Signature cocktails created especially for the event – whose recipes were printed in the Discover me Event Paper – clearly underlined that for Mercedes-Benz, the focus is unmistakably on individuality and the individual.

VISITORS WERE NOT ONLY INFORMED AND INSPIRED - THEY ALSO CONNECT THEIR OWN VEHICLES

A GLOBAL BRAND WITH PERSONALISED SERVICES

The concept that no single customer is quite like another formed the basis of the diverse program: Inspirational talks with such diverse protagonists as former national goalkeeper Jens Lehmann, renowned photographer Paul Ripke or futurologist at Daimler Benz AG, Alexander Mankowsky, underlined just how very much at home Mercedes-Benz is in many different disciplines. Included among these are fashion and the creative arts, as illustrated by the Designer Market, where talents such as the Berlin fashion designer Hien Le or sunglasses designer Tobias Bergmann with his label RTOC were presented, and also by the imaginative tape art that continued to grow daily on Kleiner Schlossplatz. No one day at Discover me was like any other: Exclusive music performances by artists such as Tiefschwarz and DJ M.A.N.D.Y. entertained in the evenings, while during the day, activities aimed at families ensured that even the very youngest guest was catered for.

THE VISUAL MERCHANDISING IS TAILOR-MADE TOO

Like a common thread running throughout, this philosophy was also reflected in the staging of the event itself: The visual merchandising concept, for example, was not only finely tuned to match every last detail of Mercedes me, but also reflected the spirit of the co-hosts Waranga. Under the motto “jungle”, the floral theme of the venue was expanded upon and the interior and exterior spaces were decorated with small vertical plantings and tropical plants. Even for the Designer Market – during which different protagonists of the creative industries were introduced - a unique visual merchandising concept ranging from the retail design through to the individually finished gift bags was implemented.

THE COMMUNICATION TOOLS - MANY MESSAGES, ONE LANGUAGE

The concept for the event Discover me was focused on turning the broad range of Mercedes-Benz into a 360-degree experience. Thus, a clear concept for the communication tools was required.

SERVICE, INFORMATION OR ENTERTAINMENT - THE MAIN FOCUS OF ATTENTION IS ALWAYS ON THE CUSTOMER

THE DISCOVER ME EVENT PAPER

At the heart of the communication along with the website, newsletter, posters, flyers and the staging of content across all major social media channels was the Discover me newspaper. Divided into the four categories of Hello, this is me, Entertain me, Inspire me and Taste me, readers could get to know the concept of Mercedes me, see an overview of the event’s highlights, read features on "The mobility of the future", and with an extensive drinks menu and recipes for the event’s own cocktails included, get a pre-taster of the event itself.