Client Mercedes-Benz
Venue InterContinental Hanoi Westlake
Group size 200
Date September 13, 2009





The brief
Mercedes-Benz wanted to launch its new E300A car in Vietnam at a new location that was guaranteed to impress. The event needed to embody luxury, class and style, and communicate the journey of Mercedes-Benz.

Challenges
The organisers chose the hotel’s Sunset Bar for the launch reception. Both the venue and pathway leading up to it sit above the waters of Westlake. Guests accessed the venue via the pathway and this was also how the two cars made their grand entrance later in the evening.

Mercedes-Benz wanted the cars hidden from view until the last moment when they would wind their way along the path to the Sunset Bar. This meant keeping them out of sight while guests were just metres away. Additionally, the path was not designed for cars and organizers needed to ensure the safety of the drivers and the vehicles before confirming the event details.

Execution
The Mercedes-Benz story was told as guests made their way to the venue along the pathway. To the delight of the guests, well-known brand ambassadors were featured throughout, providing fun photo opportunities.

The sunset timing of the event helped to deliver the impact Mercedes-Benz was hoping to achieve. The crowd gathered at twilight as the city’s lights shone across the lake. The cars then made a dramatic entrance, driving directly into the venue.

Comment
Mercedes-Benz was pleased with the impact of the event and the feedback from guests. This led to organisers choosing InterContinental Asiana Saigon for the Ho Chi Minh City launch that followed.