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Company: Juffali Automotive Company, Jeddah, Saudi Arabia
Company Division/Group: Al Dhahira Al Motamaizah (Phenomenal Pr & Communication & event)
Company Description: Phenomenal is a Saudi Public Relations and Event Management agency founded by Mr. Shadi Zahid in Dec 2006. It believes in Saudi capabilities which is why it is managed by Saudis, giving the company an advantage as they are more in-tune with the local, GCC and MENA markets.
Nomination Category: Virtual & Live Event Categories
Nomination Sub Category: Award for Innovation in Consumer Events
 Nomination Title: Mercedes-Benz S-Class Launch
- Provide the date on which this nominated event was staged:
January 2021
- Optionally, you may list creative and production credits for your event - a list of the people and organizations that contributed to its development:
- Provide an essay of up to 625 words describing the nominated innovation(s) in event conception, development, planning, promotion, and/or execution.
Total 258 words used.
About
Juffali Automotive Company revealed the new S-Class in a creative private event that represents the luxuriance of the car and the brand, the launch was in 3 cities (Jeddah, Riyadh, and Dammam).
Objectives
- The main objective of this launch allowing the VIPs guest to see and explore the new car and to brief them on the new direction and philosophy of the design, Technology, Comfort, Luxury, of Mercedes-Benz in this totally new S-Class.
- Another objective is intense education for those people who already ordered the new model, these private sessions are run by Mercedes-Benz Sales Consultants.
- Finally, introduce the new S-Class to the public
Creative Ideas
- Art Gallery: In Association with ATHR Gallery, the finest art of pieces was displayed on the walls of the Art gallery section. All these art pieces were done by Saudi local talents and it worth more than 1 million Saudi Riyals.
- The Mansion Area: In Association with Rubaiyat Home, Versace Seating arrangements were selected to be part of our mansion section, which reflects the style and elegant taste of the S Class owner.
- The Shopping Avenue: Mercedes-Benz accessories are displayed to increase the awareness of the Mercedes-Benz store.
- An invitation system was developed only for this event that divides the guests into different time options based on their preferences and to follow covid-19 guidelines in Saudi Arabia
Execution
- Planning phase: 3 weeks.
- Communication phase: 2 weeks
- Execution phase: 1 Month for the 3 Events.
Results
- Attended 923 VIPs, Media, Car experts, and Influencers
- Over 45 media publications (Newspaper, online news sites)
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