When a brand for its 125th birthday presents a gift to its employees and not itself, then the brand behind this also stays true to its claim “The best or nothing.” when it comes to internal branding. For its 125th birthday, the brand Mercedes-Benz is presenting employees a brand pavilion and celebrating this anniversary with a road show through Germany. In developing the brand pavilion the strategists at dan pearlman had less than 125 years: a mere five weeks elapsed from the first ideas to the launch in Berlin. A comprehensive target group survey of various age groups gave shape to the Pavilion of Dreams. The gained insights were integrated into an emotionally moving spatial experience, providing fireworks for the mind and the senses.
Even when family days are a tradition at Mercedes, with the brand pavilion the company documents once again the brand’s claim to leadership also in the area of internal marketing. Even the youngest family members can imagine themselves as future inventors and visionaries when peering into the future inside the Pavilion of Dreams. Raised are the questions of the future from emission-free mobility, environmentally friendly sports cars, to accident-free driving. A look back to the year 1886 to the inventor of the automobile Carl Benz is at the same time a look into the future. What began with the fulfilling of a dream, namely a car that drove itself as if by magic, is imagined for the next 125 years in the Pavilion of Dreams. What remains is the knowledge that the future begins with dreams and every employee plays an active role in creating this future. And of course one’s pride in the brand.
