Mercedes-Benz Hong Kong launch

Challenges According to Uniplan account manager Wilson Tang, the main logistical challenges faced by the Uniplan team was the limited set-up time (22 hours) and tight move-in schedule. Also they had to conceal a large object - the car - in an area with many pillars. The stage structure also needed to be precise because of the car's size. Execution Uniplan's strategy had three elements: a VIP and press launch to premiere the car, a showroom display to present the car and an off-road test-drive event. For the VIP and press launch, Uniplan and the client used the space available on the lawns and terrace of The Repulse Bay, a colonialstyle building on the south side of Hong Kong Island. This exclusive location epitomised the target market's lifestyle. The press was invited to an afternoon launch, which was followed by an evening event for VIPs and target clients. For the reveal, the new model was driven out through the windows and took centre stage positioned just in front of the other car models. The focus of the event then became the car's passengers — actors who stepped out of the car in various guises to demonstrate its versatility and capacities in different situations. The car featured in scenes with architects on a site inspection, golfers arriving at a golf club unloading golf bags and a family of four plus luggage on holiday. Verdict "Guests could identify with the performances as being typical of their life," says Uniplan's managing director CL Wong. "It was realistic rather than aspirational," he says. "During the evening event, the famous Mercedes-Benz marque and branding images were projected onto The Repulse Bay's white walls. "The venue worked well, giving it that intimacy we were looking for. The agency and client were very pleased with the success of the event and the results."