Client Name: Mercedes-Benz USA

Objective: To preview the new Mercedes- Benz S-Class sedan among non-Mercedes customers in the top ten U.S. markets, before the car was formally introduced at dealerships nationwide.

Process: Prospects were screened from a database of competitive luxury car owners. Personal invitations were mailed to 850 couples per market, in ten markets. Actual attendance was 750 couples per market. Designated event was positioned as S-clusively Yours...The Mercedes Experience. Each venue had Ray Charles and Vanessa Williams performing; food prepared by Daniel Boulud; a major sports celebrity keyed to a specific market, ie: Emmet Smith in Dallas, Phil Sims in New York, etc.

Results: Within 3 months following these events, Mercedes registered orders for 50% of the total U.S. quota of S-Class sedans...before the cars arrived at dealer showrooms.

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