The brief

‘Entrepreneurship in a New Era – Four Decades of Reform and Opening Up’ was the headlining theme of the 18th Annual Conference of Yabuli China Entrepreneurs Forum 2018. As a longtime supporter of the China Entrepreneurs Forum, German carmaker Mercedes-Benz saw the event as an opportunity to promote its S-Class saloon range to an audience of more than 500 representatives of business, academia and government.

The marque engaged the Pico team to provide full event management and execution – a comprehensive brief that included everything from creative development to the design and build of an interactive experience zone and management of S-Class test drive activities.

Creative execution

A highlight of the conference’s Mercedes presence was the experience zone, whose design drew inspiration directly from one of the most distinctive S-Class features: its 64-colour interior ambient lighting. Accordingly, the Pico team developed and built an entire light wall controlled by advanced facial recognition technology. After ‘reading’ the face of a guest, the wall would react with a mood-matching colour.

A robotic arm installation provided guests with yet another personalised Mercedes-Benz experience. After selecting their favourite S-Class from 10 generations of the line and matching them with their favourite quotes from the conference, guests could watch as the arm used both elements to create an original new framed souvenir.

The test drive event is another spotlight of Mercedes-Benz's Winter Driving Experience. The driving journey was designed to be scenic routes through mountain passes that were covered with snow, allowing guests to experience the dynamic yet stable performance of the vehicles.

The results

The test drive event attracted 450 participants. Most of them were satisfied with the performance of the marque as well as the whole experience.