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smart Festival

The Brief

We were contracted to create and manage the production for the annual smart Festival. Mercedes-Benz World became smart World, delivering an action packed day featuring experiential activities and engagement with the brand and cars.

The Event

A record breaking 5,212 customers and enthusiasts descended on smart World for a celebration of the much loved urban car brand. We transformed the venue into a smart enthusiast’s paradise with street-themed activities, slacklining and urban basketball, live music and the chance to engage with some of the hottest new urban vehicles around.

We worked as part of the smart UK team to ensure that key brand messages and new products, such as the ebike and electric drive, were prominently displayed and engaged all 5,000 visitors. The team put extra mileage into creating a new user experience with musical smart cars. Similar to musical chairs but with real cars, the game was the perfect opportunity to demonstrate the cars agility and carrying capacity.

“You can always rely on smart to put on a spectacular show and this year’s festival was on another level. The record-breaking numbers underline the sheer and ever-increasing appeal of smart and festival-goers were thrilled to get in on the action, relishing the opportunity to try innovative activities that epitomise the gutsy and non-conformist nature of smart.”

David George, Marketing Director Passenger Cars, Mercedes-Benz UK