Merbag is one of the largest Mercedes dealerships in Switzerland with over 33 locations. Since 2012, we have been able to Media relations several exciting projects with the company. For the launch of new car models, for example, we initiated a unique PR stunt: a casting show on wheels to present the models in the best possible light. Mercedes' international strategy is strongly focused on fashion. We took our cue from this concept and created the casting format "Fashion on Wheels", in which model candidates presented designer fashion on the roofs of the new A-Class - while driving, mind you!
The best model was sought and found over several rounds. The winner could look forward to an appearance at Berlin Fashion Week. The concept was so successful that we repeated it in 2013 for the launch of a new Smart model. With this project, we achieved national coverage during various stages of the casting up to the final with the winner in Berlin. We also established strategic partnerships with various suitable companies for our client.