C-Class Dealership Launch | Event Management & Data Capture

THE BRIEF

In 2009 Mercedes announced the launch of the Special Edition C-Class range. The C Class is Mercedes’ best selling model and the company wanted to excite potential customers through launch events across their UK dealer base.

Ten major events were held simultaneously at ten of the largest dealerships, with supporting activity in another 145. Staff selection and management was crucial to co-ordinate the nationwide launch programme (including contingency team supply, attendance and performance checks).

OUR SOLUTION

We used our comprehensive talent database to ensure that all staff matched Mercedes strong brand requirements. We individually briefed every member of the team to ensure a full understanding of their role.

We ran competitions and data acquisition activity nationally and each Mercedes dealership shaped the theme of their individual event.

RESULTS

Mercedes reported their best ever data capture results from our weekend prize game activity, with a large sales uplift from cars sold directly to prospects at the dealer events.