Mercedes-Benz has won a coveted “Golden Apple” at this year’s ADAM Awards.
In the L category (up to 500 square metres), the exceptional Pavilion and Europe-wide Roadshow promoting the launch of the new Mercedes-Benz A-Class secured first place. The Awards Presentation Ceremony was held yesterday in the Glass Hall of the Leipzig Trade Fair.
The project marked new approaches to brand communication for Mercedes-Benz. As part of its forward-looking sales and marketing strategy entitled “Best Customer Experience”, Mercedes-Benz has succeeded in communicating and “opening up” the brand with the three-pointed star to more modern target audiences thanks to a new generation of compact cars.
The winning projects
Last year saw the development of pavilions for the launch of the new Mercedes-Benz A-Class, which were used for a year-long, Europe-wide promotion campaign. With their progressive design and open, inviting structure, they were the ideal stage for presenting the new compact A-Class. With no fewer than 82 appearances in 22 European countries, exciting and fascinating encounters took place between the public, the product and the brand in a number of urban hotspots. The pavilion’s architecture was the work of Stuttgart-based brand retail specialist LIGANOVA, while the construction of the exhibition stand was the responsibility of Swiss company Nüssli AG.