Mercedes-Benz CLA Launch
One launch. Three cities. Three airports.
The brief
Mercedes-Benz South Africa needed an integrated launch for the new CLA: a media launch at the Silo District in Cape Town in July, customer reveals at Melrose Arch, Oceans Mall in Umhlanga and the V&A Waterfront, and airport activations at OR Tambo, Cape Town International and King Shaka.
The numbers
What we did
One team, from first concept to final pack-down.
Campaign and content
An integrated campaign, launch films and social content.
Set builds
Main stage, thrust and CNC logos, built for each venue.
Technical production
AV, LED and projection mapping, and the reveal-evening shows.
Guest management
RSVP and guest management for every leg.
Airport activations
Activations at OR Tambo, Cape Town International and King Shaka.
On the ground
Brand ambassadors and test drives in every city.
Gallery
Photography by Fletcher & Finch. Click any image to view it full screen.
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