Mercedes-Benz has aligned itself with the new Spiegelworld event, ‘Empire’, to launch its new A-Class vehicle.
The brand has engaged The Creative Shop and The Artistry to leverage its sponsorship of the new event which will tour Sydney, Melbourne and Brisbane over the next six months.
As the focal point of the campaign, The Creative Shop has transformed the A-Class vehicle into a portal of discovery by delivering an in-car projection, whereby the windows act as the canvas for various amazing visual scenarios.
Event attendees are able to take an image of themselves via a number of touch screen kiosks, placing themselves behind the wheel of the all new A-Class, before choosing what amazing visual experience will take place in the car alongside them.
From filling the car with vibrantly coloured, larger-than-life butterflies, through to having Empire performers display aerial acrobatics whilst inside a giant bubble, the user generated images are all captured and displayed inside the car real-time, before being sent back to each event attendee via an eDM and being posted to Mercedes-Benz Facebook page.
David Wommelsdorff, director of The Creative Shop said: “Together with The Artistry, we recognised that to create something that truly spoke to the alignment between Mercedes-Benz and Spiegelworld – Empire, it had to be innovative and unusual, yet still possess a level of sophistication that is inherent in both brands.”
The activation can be seen in the Spiegeltent at The Showring, Entertainment Quarter through to the middle of February before moving onto Melbourne, featuring on the rooftop of Crown Melbourne from March 14th, followed by Brisbane CBD from May 24th.