Mercedes-Benz wanted to launch its new-look S-Class with an innovative event that fully showcased the reinvented vehicle. The launch also had to immerse guests in the brand’s carefully crafted S-Class world with a unique experience from venue and souvenirs to F&B.
As Mercedes-Benz’s top-of-the-line series, it was important to associate the S-Class with the city’s most successful people. The S-Class is all about elegance, luxury and sophistication. The creative elements needed to represent all of this, from the use of visual and audio to the unveiling performance.
The chosen venue leading to the immense brand exposure was IFC/Exchange Square, and its visibility from key financial towers in Hong Kong became the talk of the town and translated into significant coverage across social media.