This powerful experiential stunt created by Ogilvy Beijing uses a simple idea and the latest location based messaging to devastating effect.
On a lighter note, you may remember that VW’s corporate stablemate, Audi was responsible for another memorable experiential campaign last year. Well worth revisiting, this activation was for its Quattro brand and aimed at young Canadian businessmen. A giant Scalextric track, complete with trees, miniature figures and a prominent Audi garage was placed in downtown Toronto. The cars on the track were scale models of the Audi Quattro and people were invited to race them using a bespoke iPad app. A great example of how experiential can exercise the emotions – in this case nostalgia and good old fashioned fun – to engage consumers in a creative way.
Another German car giant hosted an extravagant automotive event this week. The uber-chic Mercedes me store in Hamburg boasts 550 square meters of interactive and exhibition space alongside a traditional car showroom. Consumers are invited to chat to brand ambassadors, explore touch screen displays, relax in a restaurant or attend exhibitions, presentations or concerts.
![](https://www.marketingsociety.com/sites/default/files/merecedes%203.jpg)
![](https://www.marketingsociety.com/sites/default/files/mercedes%202.jpg)
Joss Davidge is managing partner of brand experience agency BEcause, an award winning brand experience agency which has been helping brands get talked about for over 20 years.
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