Mercedes-Benz is Building a Garage Made of Ice

Winter Off-roading

Mercedes-Benz Canada recently engaged its consumers in a series of small-scale concerts and off-roading excursions. The company had done this before, but not in the way they did during their most recent event. The automaker combined both activities and launched an explicit Canadian experience that was aimed at boosting its brand awareness. The special thing about this particular event was that it was done in a garage built with 88,000 pounds of ice. 

Photo Courtesy of Adweek. 

Driving on Ice

The occasion was dubbed #MBOwnsTheIce and included invited journalists and influencers from Canada. The guests participated in winter-themed activities in Gimli, Manitoba. They were able to test-drive cars on racetracks made of ice and snow. They also got to jam to some music from different Canadian bands. 

Photo Courtesy of Mercedes-Benz Canada. 

>>Join the conversation about the MB's icy garage right here in MBWorld.org

Sharing the Story

According to Mercedes' VP for marketing, Virginie Aubert, the event was held specifically with the intention of generating new love for the Mercedes brand and finding people who could share the story with their fans. The brand is continuously evolving and will constantly try to reach new audiences in new ways. 

Photo Courtesy of Adweek. 

>>Join the conversation about the MB's icy garage right here in MBWorld.org

Invitees

The 60 invitees that attended the event comprised reporters for lifestyle and automotive publications and influencers. They were invited by Pomp & Circumstance PR, a company that put together the list. All attendees arrived at Winnipeg International Airport from where they were shuttled to a hotel located in Gimli. 

Photo Courtesy of Adweek. 

>>Join the conversation about the MB's icy garage right here in MBWorld.org

Challenges

The conceptualization was done with the help of Publicis Emil, an agency of record that was also charged with releasing post-event content. One of the challenges Mercedes faces was planning for the entire event and executing it. Building a massive venue made of ice took quite long to coordinate. 

Photo Courtesy of Travel Manitoba. 

>>Join the conversation about the MB's icy garage right here in MBWorld.org

It took a Village

According to Aubert, it took a village to get the program going. The town of Gimli contributed some of its professionals who helped Publicis Emil build the venue using 345 blocks of ice. Each weighed 225 pounds and was curved to bring out the required design. In addition to being used for the event, the structure was to serve as the venue for an ad for Mercedes' 4Matic model. Content about product walkarounds was also produced for the brand's YouTube channel. 

Photo Courtesy of London Free Press. 

>>Join the conversation about the MB's icy garage right here in MBWorld.org

No Stranger to Gimli

Mercedes-Benz is no stranger to the town of Gimli. The brand has held events there in the past four years. Fans and guests get to drive AMG vehicles in extreme weather conditions such as snow and ice. This is done on custom-built racetracks. An off-road snow course is also included as part of the experience. 

Photo Courtesy of London Free Press. 

>>Join the conversation about the MB's icy garage right here in MBWorld.org

Exceptional Experience

Among the activities hosted at the event include fireside chats with brand executives and culinary experiences where guests got to taste maple syrup and marshmallows with a touch of Canadian whiskey at s'mores stations. The overall idea was to deliver a message to the audience about Mercedes and to provide an exceptional experience that would leave a mark.  

Photo Courtesy of Mercedes-Benz Canada. 

>>Join the conversation about the MB's icy garage right here in MBWorld.org

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