AMG GT Launch

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"The full driving performance"

Client Mercedes
Date May 10th 2015
Location Shanghai F1 Circuit
Mercedes <br> AMG GT Launch
Mercedes <br> AMG GT Launch

The AMG GT is a vehicle effortlessly stands out in terms of dynamics, performance, design and innovation, conquering both racetracks and city streets alike. 2015 marked the beginning of a new era for Mercedes-AMG’s brand strategy; with the all-new AMG GT, the AMG brand moved towards a new, top-level sports car segment.

For the grand launch of the Mercedes-AMG GT in China, guest was invited to experience an unconventional event concept where every aspect of the launch would be linked to experiencing AMG GT.

Mercedes <br> AMG GT Launch

By defying the traditional rationale of a product launch format, Mercedes devised an immersive, user-product focused launch to fulfill the objectives of driving social shareability, demand and media attention while ultimately raising brand awareness in the Chinese Market.

Mercedes <br> AMG GT Launch
Performance Speaks for Itself

More than 700 guests - from AMG buffs to loyal customers - took part in the Mercedes-AMG GT launch event at the F1 Shanghai International Circuit.

  • 4 months Preparation
  • 1 000 on-site staff
  • 300 AMG pre-order
  • 400 night-time test rides
  • 500k viewers on the livestream