Reach younger generations of potential owners with the unveiling of the new product, by asserting Mercedes-Benz cutting-edge, high-tech bona fides and the array of personalization options, and generate awareness, interest and desirability for the new car while continuing to rejuvenate the brand perception, showing Mercedes-Benz’s relevance in the current lifestyle.
FIRST created a concept based around the tagline of #PLAYBYYOURRULES that involved a unique hawker-style venue with graffiti installations. Using the Mercedes-Benz CLA as inspiration, we created an environment that celebrated the design philosophy behind the vehicle and enhanced it beyond a product, ultimately creating an experience for their consumers to engage with.
FIRST worked with long term client Daimler Mercedes-Benz to deliver the Creative, Management & Delivery and Digital Technology for the launch of their new CLA Coupé. Showcasing the new model at youth-focused music and dining venue, Timbre+, more than 400 invited guests, customers, media and influencers were entertained by Singaporean hip-hop MC Sonia Chew and DJ AKA Sounds, and enjoyed an acoustic performance from top local singer and actor, Benjamin Kheng.
The center piece of the evening was a kinetic light installation, which was programmed to “dance” over the hero car during the official launch sequence. Drawing on the existing look and feel we enhanced this with an interactive display of street artists spraying directly onto a vinyl wrapped car. Food was a diverse mix of local cuisine provided through food outlets cladded in event branding with custom designed menus.
