Mercedes-AMG GT Dealer & VIP Customer Track Event
With the new AMG GT set to release in 2015, Mercedes-Benz was looking to generate excitement by getting the top selling US dealers and most loyal customers behind the wheel long before market launch. Challenged with the need to balance multiple stakeholder expectations (media, dealer, customers) OSK developed two related concepts that were easily tailored to each individual audience segment.
For the dealer group OSK devised a two-day program that focused on informative workshops and exhibitions on the first day, balanced with guided track drives, competitor comparison drives and street driving. The two days left the dealers informed about the new product and excited for its arrival to the showroom.
For the VIP customer events OSK shifted the focus towards driving on and off the track, paired with AMG lifestyle and hospitality experiences. Customers appreciated the chance to get seat time in the GT long before the cars arrive in the dealerships and also enjoyed spending time and speaking with top AMG executives. To cap off an exciting event on the track, the driving instructors performed a tire smoking “car ballet” that garnered an impeccable response.
Over the course of the two weeks nearly 900 guests participated in the events. With overwhelmingly positive feedback it was clear that OSK was able to seamlessly deliver engaging and memorable experiences to all participants.