Mercedes-Benz EQ – Together Around the World
With EQnight, Mercedes-Benz established an international event format for its EQ electric mobility brand. As a side event to relevant tech and innovation conferences, the format brought the guiding principle “Together for a better future” to life for international audiences.
- Client: Mercedes-Benz
- Services: Event Concept Development, Brand Presentation, Space and Lighting Design, Implementation, International Adaptation
- Focus: Electric mobility, industry experts and thought leaders, media, influencers
- Project Scope: An international event series with stops in Rome, Berlin, Hong Kong, Lisbon, Helsinki, and Austin
EQnight served as a platform for discussion, positioning, and brand communication in the context of the future of mobility. Opinion leaders, industry experts, influencers, and media representatives came together to discuss innovation, technology, and sustainable mobility.
Curated content and interactive formats, such as fireside chats, added depth and relevance to the topic.
follow red supported the design and implementation of the format and ensured a consistent brand presence at all locations, including Rome, Berlin, Hong Kong, Lisbon, Helsinki, and Austin. Lighting, space, content, and staging were orchestrated in such a way that EQ gained international visibility as a forward-looking brand.
The result: a scalable event format that effectively brought together electric mobility, dialogue, and brand promotion.
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