Mercedes-Benz EQ

How do you charge-up a brand long before the first product is even available? Through current topics that move both early adopters and the brand! For Mercedes-Benz EQ, we reached precisely that community at international tech festivals, and facilitated meetings at our own branded events that participants think back to fondly.

How do you charge-up a brand long before the first product is even available? Through current topics that move both early adopters and the brand! For Mercedes-Benz EQ, we reached precisely that community at international tech festivals, and facilitated meetings at our own branded events that participants think back to fondly.

Sustainable technologies, the mobility revolution, and new players entering the market—this is the most challenging phase in the history of Daimler. Electrification is unstoppable, and Mercedes-Benz leapt into the age of electromobility with its EQ brand.

But how can you electrify the whole world with ideas? The way we travel and use energy has already changed and will continue to change fundamentally in the future.

Mercedes-Benz is convinced that zero-emission cities and CO2-neutral mobility are no longer mere pipe-dreams! To spread the vision of tomorrow’s clean turbos, we supported the brand by activating and building-up the EQ community. Networking is the be-all and end-all: That’s why we united international opinion leaders and visionaries in 2018 at global events such as SXSW Austin, Rise Hong Kong, TOA Berlin, Slush Helsinki, and Summit LA. Fresh thoughts centered on the future of mobility and urbanity.

A radiating micro-community.

The goal: to connect people from different backgrounds and perspectives to create joint ideas and solutions for an environmentally friendly future. The novelty: No open website, but a private LinkedIn group that serves as a hub to exchange ideas. Independent of locations and time zones. A radiating micro-community.

When it comes to important topics like this, prominent thinkers from all over the world have to be included! So we gathered Mike Massimino, Damian Kulash, Jenny Wu, Beatie Wolfe, and many more at EQ events and published videos and image material produced on-site on all EQ social media channels. So far, we have reached more than 59 million people!

Another project highlight at SXSW was our temporary “EQ Home”. 1 house, 3 days, 15 individual events, which introduced more than 1.900 guests to EQ and electric mobility. 204 visionaries are already members of the LinkedIn group, a micro-community with creative potential to drive a new brand into the future.