The underlying concept of the event was the rich history of Mercedes-Benz S-Class and creation of today’s most technologically advanced car. Belgrade’s “Yugoslav Drama Theatre” was chosen for the venue of the launch. On this special occasion, the theatre lobby where guests were welcomed was transformed into a unique exhibition gallery, showing the history of Mercedes-Benz and its S-Class.
During the welcoming cocktail party, the guests enjoyed a performance by Serbia’s leading violinist, Tijana Milošević, and string quartet, followed by a magical musical performance led by the Master of Ceremony, actor Dragan Vujić a.k.a. Vujke, who took the audience through the interesting history of the most luxurious Mercedes-Benz car model. The performance ended in a spectacular final scene titled “The Future Vision of the Automobile Industry”, which depicted a futuristic process of creating the best car in the world. This final scene was divided into three powerful and symbolic segments: “The Rising Star”, “Engineers of the Future” and “The Arrival”.
This project won a golden award of the Serbian Association of Marketing Communications (UEPS) in 2013 for the “event project – brand/product/service” category.
