Mercedes-Benz EQ – Together around the World
With the EQnight, Mercedes-Benz established an international event format for the EQ electric mobility brand. As a side event to relevant tech and innovation events, the format made the guiding principle “Together for a better future” tangible for international target groups.
- Customer: Mercedes-Benz
- Services: Event concept, brand staging, room and lighting concept, implementation, international adaptation
- Focus: Electromobility, industry experts and opinion leaders, media, influencers
- Project scope: International event format with stops in Rome, Berlin, Hong Kong, Lisbon, Helsinki and Austin
EQnight served as a stage for exchange, positioning and brand communication in the context of the mobility of the future. Opinion leaders, industry experts, influencers and media representatives came together to talk about innovation, technology and sustainable mobility.
Curated content and dialogue-oriented formats such as fireside chats gave the topic depth and relevance.
follow red supported the conception and implementation of the format and ensured a stringent brand presence at all locations, including Rome, Berlin, Hong Kong, Lisbon, Helsinki and Austin. Light, space, content and dramaturgy were staged in such a way that EQ became internationally visible as a future-oriented brand.
The result: a scalable event format that effectively brought together electromobility, dialogue and brand staging.
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