Mercedes-Benz Showroom (IC-Room)

The Stuttgart automobile manufacturer, Mercedes Benz, annually launches numerous model series on the market. Each market launch is accompanied by an extensive advertising campaign, the various components of which are developed by different agencies.

On behalf of the advertising agency Panama GmbH, we developed a multimedia installation which presented the advertising campaigns on a display area of 8 × 1.5 metres which interactively supported the campaign development process.

Anders Sundt Jensen, Head of Brand Communications, described the so-called IC Room: “… the core of our integrated communications (IC). It provides all the information on all the current campaigns, including all individual measures, at a glance (…). With this, we guarantee integrated communications. (…) The IC Room provides, on the one hand, the visual representation of the campaigns and, on the other hand, it offers the precise co-ordination of the individual campaigns with regards to the timing. In the IC Room we can, for example, selectively follow a campaign – both visually and with regards to content and time: where does the idea come from? When is the sneak preview for decision-makers in fleet sales? When will the first press photo be released? From when will the TV ad and the advertisements be shown?
(Extracts from Auto Motor Sport Interview “Mercedes Marketing: Mercedes anders erleben” with Anders Sundt Jensen, Head of Brand Communications.)

The multimedia installation has been in use since October 2007 in a presentation room in the Daimler offices in Stuttgart-Möhringen and is being continually developed.

The application is also available online worldwide for Mercedes Benz employees. Here they are able to access, administer and update data – synchronisation with the IC Room is automatic.


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