Introduction
A 10-city roadshow for EQS
As a hero model of Mercedes-EQ, EQS came to China in 2021 - with its Asian debut in Shanghai for SHAS . Following SHAS, a 10-city roadshow of pop-up spaces was rolled out, to demonstrate the vision of EQS’ campaign and to enhance the brand awareness and product image. The aim? To attract the public into the space to explore, and generate social buzz.
The Challenge
Differentiating from the traditional ICE roadshow event, Mercedes wanted to avoid a conservative strategy - to be bold and to focus on event marketing.
A high-tech and futuristic style was preferred, meaning the whole concept focused on the creative development of strong digital content. We wanted to tell a story, to set the tone for the Mercedes-EQ brand and demonstrate the hero EQS. The core focus was on highlighting the difference between the Mercedes-EQ brand and other brands.
What We Did
New possibilities for a sustainable future
We put together a unique roadshow to inspire new possibilities for a sustainable future in 10 cities around China. For this campaign, we worked with various artists to inspire audiences to reimagine the world of tomorrow together.
Together, we created a pop-up space to demonstrate the vision of EQS’ after its Asian debut at Auto Shanghai 2021, enhancing brand awareness and product image in the process.
