The spectacular Mercedes Benz bus-presentation.

On behalf of Mercedes-Benz, we staged a double world premiere: from June 19-23, 2017 international press representatives and around 2,500 selected guests from 29 countries came to the EXPO in Brussels to attend the international launch of the new TOURISMO, as well as the first dynamic indoor bus-presentation in the world.

The introduction of the next generation of the most successful European coach, the TOURISMO, attracted great attention in the bus industry. Accordingly, interest in the market and expectations towards the premiere event were high. “We wanted to offer our guests a truly memorable WOW-experience and exceed the expectations tied to the brand ‘Mercedes-Benz’ and this very special product. Thus, our objective was to create a completely new dimension in product staging within an authentic brand environment”, says Klaus Flettner, CEO of Change Communication GmbH.

The concept was realized using high-end technology: a 40 x 8 m mobile LED wall, combined with a floor projection of 1,200 sqm and 28 high-performance projectors, continued to create realistic traffic situations in which the 12-14 meter long vehicles – weighing up to 24 tons – demonstrated their capabilities. This “Dance of the Giants” required maximum concentration and accurate maneuvers by the three drivers, who executed the choreography precisely to the centimeter – placing the buses perfectly into the digital projections.