Mercedes-Benz

Mercedes-Benz

Activations and events for Mercedes-Benz Passenger Vehicles, built on years of work with Mercedes-Benz Vans.

Client: Mercedes-Benz
Type of work: Automotive, B2B, Brand Activation, Event, Experience Design
Delivered by: Jawbone: strategy, production, logistics, operations and experiential under one roof.

The story

Our Relationship

After years of working with Mercedes-Benz Vans, Mercedes-Benz Passenger Vehicles approached us to deliver their activation and events. The project expanded our work with the Mercedes-Benz brand into luxury lifestyle events.

The Challenge

Mercedes-Benz needed a premium activation for Luxurious Marble Circus that would place the All-New CLA at the centre of the guest experience while creating opportunities for vehicle discovery, customer engagement, content creation and lead generation.

The activation was planned for The Ground in Muldersdrift on 26–27 September 2026, with the Mercedes-Benz zone including the vehicle displays, brand storytelling, guest seating, interactive experiences and photo opportunities.

The solution

We developed the Mercedes-Benz activation around the idea of curiosity, using the brand’s history to celebrate 140 Years of Innovation, the All-New CLA and a series of hidden discoveries to give guests reasons to look closer.

The activation was built as a circular space enclosed by tall red walls, with black trussing forming three prongs around a clad centre pillar. Viewed from above, these elements came together to form the Mercedes-Benz logo.

A central part of the experience was the Curiosity Clouds. Hinged cloud panels were placed throughout the space, each containing a clue, piece of Mercedes-Benz history or direction towards another part of the activation. Guests could discover stories such as Bertha Benz’s first road trip and the experimental C 111, while other clues led them towards the Black Forest and Cloudscape photo moments.

The Black Forest and Cloudscape areas gave guests dedicated photo opportunities, with social sharing linked to a competition for a day trip to the AMG Experience Centre at Zwartkops Raceway.

The wider Mercedes-Benz environment included the elevated vehicle presentation displays with a focus on the CLA, Mercedes-Benz heritage content, a selfie wall, guest seating. The space also featured branded environmental elements including chrome stars and red gradients.

The guest journey was supported by brand ambassadors and product specialists, with lead capture and test-drive bookings forming part of the planned experience.