AGENCY: STAGG & FRIENDS GMBH
CUSTOMER: Daimler AG
BUDGET: more than € 5.000.000 High Budget
TYPOLOGY: Product/Service Launch
DATE: 20th June - 18th August 2012
AUDIENCE: Training of the european sales and service crew for the market launch of the new Mercedes Benz A-class
LOCATION: Berlin
ENTRED TO BEA: Yes
EDITION: 2013
FOCUS
A as in attack, A as in A-class. With the EuroTraining 2012, Mercedes Benz sets the course of success for the A-class´ market introduction, with the aim to expand later sales as well as transfer of knowledge of the sales organisations´ further current topics such as “advantage argumentation” as regards competition, assistant systems and product highlights of other construction groups etc.
CREATIVE IDEA
With an emotional brand experience and a parallel transfer of knowledge, Daimler AG qualifies its sales team for the new A-class and five more products. The event is didactically and architecturally structured like a city trip and seizes communication for the new A-class´ market introduction. The training stations are set up as the target group´s authentic living surrounding with integrated training didactic. A product and brand scenery is created that not only seizes the brand´s formal language, but interprets the latter in a modern and new way. Via interactive presentation modules, in combination with analog methods, social media elements, iPad applications and Guerilla actions, the contents of teaching are transferred and constitute a direct relation to the customers´ buying motives – according the the motto: “Inspired for a new generation”.
RESULTS
The evaluation of success is a fundamental part of the training. The interactive TED-System is implemented in each workshop and provides for obtaining product feedback for market research and product development as well as for the assessment of whether the goals have been achieved. Via interactive elements such as the iPad, additional information can be accessed as early as during the training. The event’s structure and organisation are evaluated by the participants through filling out the TEVA forms. Success is made measurable and the newly gained motivation as regards selling reflects in all results.
EUROPEAN BEST EVENT AWARDS - STAGG & FRIENDS GMBH heeft in opdracht van Daimler AG een evenement georganiseerd, genaamd 'The EuroTraining, waarbij 15.000 verkopers en monteurs uit 51 landen een training kregen over de nieuwe Mercedes Benz A-Klasse. Ook maakten de 800 deelnemers per dag aan het evenement deelnamen een testrit in de nieuwe auto. Het event won tijdens de EUBEA de prijs voor 'Best Integrated Event'.
