Mercedes-Benz BAM Festival 2019

For over a century, Mercedes-Benz has remained one of the world’s most admired marques by consistently renewing its appeal from one generation to the next. It was from this very premise that the spectacular Mercedes-Benz BAM festival was created in 2018.

Aware that younger consumers in Hong Kong tended to view Mercedes-Benz as ‘elite’ and ‘grown-up’, the brand aimed to reshape their perceptions with an event that would align with modern lifestyles and an international, inclusive outlook. For the 2019 edition, the festival also aimed to bring to the city a unique event experience showcasing ‘new, next and now’ where automotive, technological innovation, lifestyle, fashion, food and drink, urban living, sustainability, e-sports and entertainment all intersect, whilst also compelling the brand’s largest car show.

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Insight

The key aims of the Festival would be accomplished by bringing the Mercedes-Benz experience directly to attendees. Mercedes-Benz and their partners meticulously prepared an array of activities including previews of the latest models, test drives and rides, hands-on demonstrations of the brand’s most advanced technologies, expert talks, and festive activities and games.

Solution

The Pico team’s involvement in activating and managing the Festival in 2019 was deep and broad, spanning the pre- and post-event phases as well as the two-day event itself. Its expertise contributed to providing on-site manpower, logistics management, and managing on-stage activities and performances, as well as delivery of technical drawings and 3D renderings, material sourcing, licence application and provision of related certifications, show production for car launches and building all hardware items. Additionally, the team worked closely with the client to ensure venue safety and security.

Favourite activities for visitors included test drives and test rides, with the debut of Mercedes-Benz’s new brand for electric mobility - EQ, and the spectacular displays of current latest Mercedes-Benz vehicles. Further highlights included an irresistible multi-ethnic food and beverage selection provided by some of the city’s leading restaurants and local specialty brewers, and venue lighting that responded to the audience’s decibel level.

Rounding out the programme were live performances by locally popular musical talent. It all added up to a fusion of art, music, fashion and technology experienced live under the stars, offering something to thrill audiences of all ages and walks of life.

Results
  • 10,000+ visitors
  • Won a Gold for ‘Best Launch’ and a Bronze for ‘Best Business Solution’ at Campaign’s Event Marketing Awards 2020
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