Mercedes x wasla

Here, you can write a brief introduction to your page. This engages your visitors and answers questions they may have about you.

Immersive experience

Lost in space.

Challenge

Wasla is a festival that celebrates alternative Arab music. Mercedes, as one of the main sponsors for the festival, wanted to appeal to their younger audience with the new A-Class. A brand that the audience perceives as a way too luxurious option for them to even consider.

Approach

Music festivals tend to turn into endurance events. With that in mind, we found an opportunity for Mercedes to connect with the young audience by providing them with a space that not only gives them a breather but also is engaging and interesting enough to share.

Solution

We provided our audience with a break by transporting them into an immersive world where they could get lost in space, explore and interact with the new Mercedes Benz A-Class.

Experience highlights

Ideation stage

We started with an open brainstorming session, going broad and narrow in cycles. The aim was to explore ways for the brand to have a relevant presence on the festival grounds. Here are some of the ideas that were shortlisted.