On August 30, 2012, Auditoire staged the official launch event of the all-new B-Class in China!


China witnessed the national launch of the Mercedes-Benz B-Class in the form of 4 spectacular events held simultaneously in Chengdu, Beijing, Shanghai and Shenzhen, setting a milestone in the history of events in the country. The launch event presented a story-telling backbone of past, present, and future elements intertwined with live music performances, customer engagement and inspiring product communications.

This launch event was a dynamic introduction to the world of the New B-Class and Young Mercedes with interactive programs and an awe-inspiring multimedia show enhancing the campaign concept of "Love More" on multiple levels.

Auditoire was working with world-renowned visual artist and show director, Andree Verleger. His inimitable creativity and matchless storytelling talent became known to all as he worked with Chinese director Zhang Yimou on the opening ceremony of the Beijing Olympics. He brought an exceptional interplay between live actors and 3D animations that surrounded the audience with dynamic and vibrant visual grandeur on giant screens.

The New B-Class China Launch was the beginning of conquering more new and modern customers. This was the beginning of opening up more new segments and a new era of Mercedes-Benz! Auditoire was responsible for the full scope of event concept creation, implementation, execution, content development and program rundown management and onsite hospitality for the 1600 guests in all 4 cities.

AUDITOIRE is a live communication, events and experiential marketing company with headquarters in Paris and offices in Doha, Shanghai, Beijing and Singapore, working with luxury brands such as L'Oréal, Dior, Rolex, Longines, Montblanc, Louis Vuitton and automotive brands such as Jaguar, Citroën, Volkswagen and Mercedes on large-scale brand experiences and event communications.

Since 1989, AUDITOIRE has been telling stories for brands and corporations. Through events we deliver experiences that engage the hearts and minds of consumers in the most intimate and personal ways, evoking lasting memories. Through these emotional connections, companies expand the horizon of their audiences' experience, fortifying their relationship with brands. With more than 30 full-time staff covering Asia Pacific, AUDITOIRE provides professional services in experiential marketing, grand ceremonies, product launches, fashion shows, luxury functions, exhibitions, road shows, corporate conferences, VIP Parties, PR, and media functions.

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