Gold for the Mercedes-Benz A-Class Pavilion and Roadshow
Stuttgart. 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.
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.
About the Adam Awards
The German acronym ADAM stands for the Award for Outstanding Brand and Trade Fair Presentations. It has been awarded since 2001 by FAMAB Verband Direkte Wirtschaftskommunikation e.V. (Association for Direct Business Communications) for outstanding exhibition and brand presentations outside of trade fairs and shows. The awards pay tribute to architecture and design as well as the successful communication of marketing and company goals through presentations.