The Challenge:

The launch of the new Mercedes-Benz Tourismo coach in front of the international press and 2,500 customers from 29 countries. To live up to the brand's promise, the product's image as well as the expectations of the various target groups, requires a stringent strategic general concept and a staging performance at the highest level.

Our Solution:

The event's highlight is marked by a dynamic show in Hall 5 of the Brussels EXPO area, featuring three Mercedes-Benz buses driving in front of the audience. Virtuality and reality merge into an almost life-like animated image, creating a unique three-dimensional brand experience. The most modern high-end technology and the professional performance of the bus drivers together enabled guests to witness the vehicles "live", as they "moved" within their "natural" environments, i.e. in the city, through the country side and on the highway.