Mercedes-Benz | Laver CupHow do you launch a pickup truck with the prestige of Mercedes-Benz?
By partnering with the very first Laver Cup in 2017. As the main sponsor, Mercedes-Benz used the O2 Arena in Prague to showcase the new X-Class. Every ace during the tournament was presented on digital billboards, enhancing brand visibility. In the foyer, attendees could take photos with the X-Class, standing alongside a digital Roger Federer.
The X-Class also served as the official trophy car, transporting the Laver Cup trophy to the event. The arrival of the trophy was captured in a social content format, featuring Roger Federer, which amplified the campaign's reach across digital platforms. This innovative approach connected Mercedes-Benz with a global audience and successfully launched their first-ever pickup truck.
Year 2017
Prague
Client: Mercedes-Benz
Film: BLM Films
Photo: Mercedes-Benz
Role: Project Lead
In my role, I oversaw the entire Mercedes-Benz X-Class launch at the inaugural Laver Cup in 2017. I managed the coordination between Mercedes-Benz, the Laver Cup organizers, and all stakeholders involved to ensure seamless integration of the brand throughout the event.
From concept to execution, I was responsible for organizing the X-Class displays in the O2 Arena, including the digital billboards that showcased every ace during the tournament, enhancing brand visibility. I also managed the logistics behind the photo opportunity setup featuring a digital Roger Federer and the X-Class, ensuring that it aligned with Mercedes-Benz’s brand identity and engaged attendees effectively.
Additionally, I coordinated the use of the X-Class as the official trophy car, overseeing the transport of the Laver Cup trophy to the event. The social content production, including Roger Federer, was also under my supervision, ensuring its successful distribution across digital platforms, amplifying the campaign's reach and impact.
