Re-launch of a Legend

a two-sided approach

To launch the latest iter­a­tion of the iconic Mercedes-Benz SL-Class, it was assumed from the begin­ning that the event would be special - and it was...

To launch the latest iter­a­tion of the iconic Mercedes-Benz SL-Class, it was assumed from the begin­ning that the event would be special - and it was. But not only were most aspects of the press drive handled by OSK, but on this partic­ular occai­sion, another initia­tive was taken on. Premium audio and info­tain­ment provider HARMAN worked with Mercedes-Benz on the devel­op­ment of the SL-Class to create an inte­grated subwoofer system, dubbed Front­bass, which is built into body shell of the car and part of its Harman Kardon sound system.

Having HARMAN on its client roster as well as Mercedes-Benz, OSK saw the oppor­tu­nity to launch a joint public rela­tions initia­tive and devel­oped commu­ni­ca­tions mate­rials that told the story of the SL-Class and Front­bass. Jour­nal­ists not only appre­ci­ated the great drive char­ac­ter­is­tics of the SL-Class, their atten­tion was also drawn to the Harman Kardon sound system and Front­bass. Topping off the expe­ri­ence was OSK’s ‘Road­Tracks,’ a selec­tion of driving-inspired music that allowed the press to take full advan­tage of the car’s audio capa­bil­i­ties while enjoying their drives to the fullest.

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