Mercedes-Benz E-Class — China Launch Event
CEI Asia Excellence Awards 2016
Best Live Event
Best Use of Technology
The 10th generation of the Mercedes-Benz E-Class Long Wheelbase is a model exclusively made for the Chinese market. It sets a new benchmark with its intelligent drive, enhanced systems for connectivity, safety, and comfort as well as its trend setting interior design and efficient new engine technologies.
On August 22, 2016, the China national launch event of the All-New Mercedes-Benz E-Class Long Wheelbase at the Beijing University of Science and Technology Gymnasium went beyond the expression of innovation. In an evening of artificial intelligence and a main show of stereoscopic 3D projections, 1500 guests witnessed the spectacular debut of the All-New Mercedes-Benz E-Class Long Wheelbase.
The experience began weeks before the event day. All invitees received an invitation to register and input their information in an interactive digital platform. Once attendees arrived on the event day, all they had to do was register with our robot receptionists and receive their own RFID wristbands. This enabled ultimate customization of the guests' experience throughout the event.
Pioneers of Innovation
A modern exhibition blending ancient Chinese wisdom with the history of the Mercedes-Benz E-Class. Guests walked through time, discovering how every generation of the Mercedes-Benz E-Class broke through convention and was involved with some of the greatest technological achievements of their time.
E-Novation Zone
The E-Novation Zone displayed the latest, cutting edge technologies that compliment the All-New Mercedes-Benz E-Class Long Wheelbase; focusing on connectivity, smart wearable technology, and an intelligent lifestyle.
Eyes on the Future
Information Stream: an interactive and easy way to share information with guests. By scanning a QR code and touching the images that flow down the light stream, guests transferred these directly into their smartphones.
Robot Host, Bartender, Photographer and Interactive Bar: By quickly scanning their RFID wristbands, our robot host warmly greeted our guests. Our robotic bar, in turn, prepared customized cocktails for our guests, while the interactive bar customized ambiences for an augmented interactive experience. We also had a robot photographer going around, dodging guests and obstacles while taking fast and fun pictures.
Main Show
Once the countdown to the main show reached its end, our guests moved into the main show area. What they found was everything but a conventional stage room. Immersed in a 360-degree projection environment, the main stage was also out of the ordinary with its receptive movement technology and dimensions. The 3D effects presented rare production features and functions, astounding all viewers and making it a spectacle worth remembering. Impressive audiovisuals, performances, speeches by Mercedes-Benz China’s executive team and the grand reveal of the All-New Mercedes-Benz E-Class Long Wheelbase all expressed the efforts and technology put into the new model as well as the brand’s ever growing commitment to the Chinese market.
The national launch was followed by four regional launches across China between the last week of August and second week of September, with customised show performances for each of the regional events.
