Mercedes-Benz – #sportsgarage for active target groups
For Mercedes-Benz, follow red created the #sportsgarage as a mobile activation in environments frequented by sports-oriented target audiences. At IRONMAN races and surfing events, the brand came to life in places where an active community gathers.
- Client: Mercedes-Benz
- Services: Sponsorship activation, event concept, brand presentation, vehicle showcase, sweepstakes, photo opportunities, social media integration
- Focus: Sports, active target audiences, community, product showcase
- Project Scope: Engagement activities at four German IRONMAN races and four surfing events
Mercedes-Benz wanted to showcase models such as the V-Class and the Marco Polo in a setting that reflects freedom, movement, and an active lifestyle. To that end, the #sportsgarage was designed as a showroom, a gathering place, and a brand-inspired living room.
At the event, visitors were able to explore vehicles, get advice, participate in contests and photo opportunities, and take test drives. In this way, the product showcase became an authentic brand experience.
A key eye-catcher was the five-meter-high social media wall. It served as a digital gathering place, a live platform for competition results, and a visible link between the brand, the event, and the community.
In collaboration with Mercedes-Benz, we developed a sponsorship campaign that brought together a passion for sports, product benefits, and social media interaction in a young, dynamic setting.
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