Mercedes-Benz puts the 'M' in Montana

Redefining the term "roughing it"

Mercedes-Benz redesigned its M-Class luxury SUV for the 2012 model year, so it was up to OSK to create a unique drive program befit­ting a vehicle with off-road capa­bility...

Mercedes-Benz redesigned its M-Class luxury SUV for the 2012 model year, so it was up to OSK to create a unique drive program befit­ting a vehicle with off-road capa­bility. Missoula, Montana was selected as the event site, and OSK came up with a presen­ta­tion format adapted to the surround­ings of the loca­tion.

A rustic atmo­sphere was created for the ‘camp­site’ - with a Western look and feel, jour­nal­ists were treated to a drive expe­ri­ence unlike most others they had been to. Cars were displayed on log stages while logs were also utilized for briefing chairs. Media were given the option to stay overnight in cabins or large, comfort­able furnished tents. Addi­tion­ally, OSK came up with new and inven­tive ways of commu­ni­cating Mercedes-Benz’s key messages: in the form of ‘wanted’ posters nailed to trees, as well as briefing books in the form of news­pa­pers.

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