B2C | Product launch
Mercedes Benz CLA

BRIEF
Italian launch of the new Mercedes-Benz CLA, designed to engage the public in an experience spanning over 80 showrooms.

DELIVERY
We created an immersive experience structured across three levels: on-the-road activations, pop-up events at dealerships, and an AI-powered digital dimension. The entry point was a mysterious red mirror that invited guests to see themselves—literally—reflected in the future of the car. From there, an AI-based test provided each person with a personalized profile—The Futurist, The Racer, The Designer, The Pilot—complete with custom avatars and charms. Thousands of people across more than 80 showrooms discovered what kind of driver lay within them.