Brand communication is, without a sliver of a doubt, an important part of getting the kind of sales figures that would make any company proud. That’s exactly what Mercedes-Benz has proven by earning a ‘Golden Apple’ at the 2013 ADAM Awards, thanks to the Pavilion and Roadshow for the automaker’s A-Class launch.
These projects for the A-Class launch are part of the Best Customer Experience and Mercedes-Benz 2020 strategy advocated by the company. In today’s ever-changing marketing landscape, having top-of-the-line products need corresponding brand communication drives that will really help show target markets the appeal and utility in going for the aforementioned products.
Getting help from LIGANOVA, a brand retail specialist firm based in Stuttgart which took point on the pavilion architecture, and Nussli AG, a Swiss company responsible for the exhibition stand, Mercedes-Benz developed pavilions used in its Europe-spanning A-Class promotion. These pavilions made 82 appearances in urban areas of 22 countries in the continent, an effort intended to bring the A-Class closer to the modern target market.
With the execution and success of the pavilion and roadshow, Mercedes-Benz was given top honors in the 2013 ADAM Awards’ L category, which is for projects that are up to 500 square meters.
The awards ceremony took place last week in the Leipzig Trade Fair’s Glass Hall. ADAM is a German acronym that means Award for Outstanding Brand and Trade Fair Presentations, and it has been giving out brand communication awards since 2001.
Apart from marketing and brand communications, ADAM awards are also given out for excellence in architecture and design.