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In May 2012, Davos in Switzerland became the Mercedes-Benz base camp for 2,500 European brand representatives. Communication of the strategy aims and the desired team spirit was elaborately staged as an all-encompassing experience. Under the guiding principle “To the Top”, a scenario borrowed from the world of the mountains emerged, which prepared participants for the joint race to the top in 2020. Low-threshold interaction activities, lavishly staged workshops, fascinating media and imagery and a spectacular brand presentation “on ice” inspired the visitors to reach for the sky.
Agentur für Markenträume GmbH