2017 has been a banner year for the Mercedes-AMG Petronas F1 motorsport team, as the Silver Arrows secured their fourth consecutive Drivers’ and Constructors’ titles. To celebrate this remarkable feat, Mercedes-Benz China invited a group of VIP customers, social media journalists and motorsport fans to a “Four the Team” F1 celebration event at Red 1 Kart Racing in Beijing. The event included six hours of non-stop entertainment, with brand experiences, kart racing competitions and a live stream of the final race of the F1 season in Abu Dhabi.
VOK DAMS China transformed the guest experience by developing an innovative event architecture that fully deployed the highly impactful visual language and brand spirit unique to Mercedes-AMG Petronas Motorsport. From the moment guests entered the event area, a series of design, media production and interactive elements featuring every aspect of the brand’s F1 motorsport culture created the ultimate F1 party atmosphere and converted even the most casual observers to enthusiastic followers.
“It’s an amazing moment in time to be part of the Mercedes-AMG Petronas Motorsport community,” said Katja Sassi-Bucsit, General Manager VOK DAMS China. “With ‘Four the Team’, we designed an entirely original experience that invited each guest to share in this historic victory, while also accessing new ways to express one’s passion as a fan.”
As a result, every guest formed a very personal, emotional connection with the brand and joined a worldwide celebration for the latest Mercedes-AMG F1 championship – “Four the Team”.
