Brand Experience – me Convention

#createthenew - a dialogue about the future

In the role of lead agency, we developed Mercedes-Benz’s first me Convention in conjunction with the world-leading digital conference South by Southwest (SXSW) as a new way of presenting the brand, and also staged the 3-day Convention. During the IAA at the Frankfurt Festival Hall, the 2,500 visitors were treated to an inspiring mix of dialog, interaction, networking and entertainment.

“A party in the middle of a classical concert – can that work? Yes, and how! Mercedes-Benz’s me Convention at the IAA automobile show demonstrated how to do exhibitions.”

Rolf Schröter

W&V Germany


A concept dealing with new issues also calls for a new look & feel. During the me Convention, a modern, urbane and approachable atmosphere prevailed at the historical Festival Hall. The many interactive installations encouraged visitors to familiarize themselves with and try out the latest technologies.

They were able to retreat to the Co-Working Space to work in peace, while the bar was the perfect place to meet people and network. The Swing Lounge was a kind of indoor jungle. In the me Convention outdoor zone, hammocks, lanterns, a pool area and food trucks provided the festival character typical of SXSW.


Our content experts curated over 150 international top speakers and were also responsible for the concept and general subject matter of the respective Expert & Inspiration Talks, the workshops and the panels. The program highlights were keynote speeches by space explorer Buzz Aldrin, the artistic director of the Serpentine Gallery, Hans Ulrich Obrist, and rapper ASAP Rocky. Facebook COO Sheryl Sandberg spoke with Mercedes-Benz CEO Dr. Dieter Zetsche about leadership of the future, while the monk Gelong Thubten discussed mindfulness in an age of digitalization with Alexander Schlaubitz, Vice President Marketing, Lufthansa. The me Convention thus picked up on precisely those issues that are already presenting us with new challenges today in a time of digitalization.

New Leadership

Auma Obama

Author, Keynote Speaker and Sociologist, dedicating herself to humanitarian engagement for so-called developing nations.

LIGANOVA | Daimler | Brand Experience – me Convention | Auma Obama
LIGANOVA | Daimler | Brand Experience – me Convention | Josh Emig

Josh Emig

Head of R&D at WeWork, developing systems that integrate people, space and tech to enhance communities.

New Creation

John Cohn

Self-proclaimed nerd and mad scientist. Design automation innovator and IBM veteran, working on Watson internet of Things.

LIGANOVA | Daimler | Brand Experience – me Convention | John Cohn
LIGANOVA | Daimler | Brand Experience – me Convention | Amber Valletta

Amber Valletta

Fashion Icon & Founder Master & Muse
Fashion icon, actress and founder of Master & Muse: cutting-edge fashion, mindfully manufactured.

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New Urbanism

Oona Horx-Strathern

Trend consultant, writer and CEO
of Zukunftsinstitut Horx, an in uential think tank working on European trend and future research.

LIGANOVA | Daimler | Brand Experience – me Convention | Oona Horx-Strathern
LIGANOVA | Daimler | Brand Experience – me Convention | Jett Hopp

Jett Hopp

Project director and senior architect at Snøhetta, an innovative interdisciplinary architecture & landscape studio focusing on experiential design.

New Velocity

Gelong Thubten


LIGANOVA | Daimler | Brand Experience – me Convention | Gelong Thubten
LIGANOVA | Daimler | Brand Experience – me Convention | Chelsey Korus

Chelsey Korus

An in uential and inspiring yoga teacher & philosopher, helping others become more aware and present in their lives.

New Realities

Neil Harbisson

Cyborg Activist and Artist, creating sonic paintings and audio works based on colors.

LIGANOVA | Daimler | Brand Experience – me Convention | Neil Harbisson
LIGANOVA | Daimler | Brand Experience – me Convention | Buzz Aldrin

Buzz Aldrin

Apollo 11’s Lunar Module Pilot,
 one of the first two humans to land on the moon.

LIGANOVA | Daimler | Brand Experience – me Convention | me Convention Magazine

me Convention Magazine

Behind the scenes: Visitors were furnished with all of the facts about the event, the program, and exclusive interviews with selected speakers in the me Convention Booklet which was designed and produced by LIGANOVA.

LIGANOVA | Daimler | Brand Experience – me Convention | me Convention App

me Convention App

Always up to date: Visitors were able to use the app to register for workshops and concerts, check out speaker profiles, and also ask them questions during their talks, thanks to the “Ask & Vote” function.