Mercedes-Benz – #sportsgarage for active target groups
For Mercedes-Benz, follow red implemented the #sportsgarage as a mobile activation in sporty target group environments. At IRONMAN races and surf events, the brand was brought to life where an active community comes together.
- Customer: Mercedes-Benz
- Services: Sponsorship activation, event concept, brand staging, vehicle presentation, competitions, photo campaigns, social media integration
- Focus: Sports, active target groups, community, product staging
- Project scope: Activation at four German IRONMAN races and four surfing events
Mercedes-Benz wanted to present models such as the V-Class and the Marco Polo in an environment that suited freedom, exercise and an active lifestyle. To this end, the #sportsgarage was designed as a presentation room, meeting place and brand-oriented living room.
On site, visitors were able to discover vehicles, get advice, take part in competitions and photo campaigns and experience test drives. This turned product presence into an authentic brand experience.
A central eye-catcher was the five-metre-high social media wall. It functioned as a digital meeting place, live medium for competition results and a visible link between brand, event and community.
Together with Mercedes-Benz, a sponsorship activation was created that brought together sporting passion, product benefits and social media interaction in a young, dynamic environment.
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