The New Mercedes-Benz G-Class Launch and G-Class Club Outing

First introduced in the 1970s, the Mercedes-Benz G-Class has gained iconic status thanks to serious off-road capabilities and an unchanging hewn-from-solid look. Therefore much was at stake in 2018 when Mercedes-Benz revealed an all-new generation of its rugged classic in Taiwan.


Creative and execution

The event was split into two major parts, comprising an off-road experience for members of Taiwan’s G-Class Club – a group of hardcore G-Class enthusiasts – on 9-10 June, followed by the official launch on 25 June. ‘Amber cube’, a massive glass installation with a G-Class encased inside, was produced by Pico and released in the lead up to the event to build anticipation and awareness of the ‘G-Class legend’.

At the G-Class Club outing, 22 G-Class models owned by the members joined the journey, as well as an example of the G 500, a powerful and unprecedented new model for Taiwan. Departing from Su’ao Port, over the course of two days, they experienced the cars to the limits of their vast capabilities on challenging off-road routes in Hualien.

A few days later on 25 June, the G-Class was the star attraction of a massive launch held at Dream Plaza of Uni-President department store in Taipei. More than 500 invited guests were wowed as the range-topping AMG G 63 dramatically burst from a massive ‘amber cube’ and surmounted a staircase, symbolising the enduring toughness of classic G-Class DNA. Guests then mingled among the full new range while enjoying a specially produced video featured thrilling excerpts from the G-Class Club outing and a timeline of G-Class evolution from 1979 to 2018.


The project achieved the goal of sparking enthusiastic engagement with a reinvented icon by highlighting the continuity of the classic G-Class DNA. The client remarked, ‘It was a very successful event, generating a level of engagement that far exceeded our expectations – including a high number of viewers of the live-streamed content.’