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Smart Festival 2010 Brand Environment

As a record breaking 1,420 smart cars descended on Mercedes-Benz World for the 2010 smart Festival, we were required to provide infrastructure that could be used for a variety of event necessities including staging, a green room and a photography platform.

Working alongside our sister company Mobile Promotions, we demonstrated our expert event logistics and transformed our expandable trailer into a stage, from which the trophies were awarded to the winners of the smart owner competitions, including a lady who had knitted a bobble hat which completely covered the car!

The trailer was also used as an event office, greenroom, commentator and photographer platform, to view the energetic track activities. These included two teams of smart cars, England V Italy, playing football, egg and spoon track races and visitors test driving the latest zero-emission smart fortwo electric drive.

Mobile Promotions handled the event layout and logistics, coordinated entertainment and provided all of the event staff. The company ensured all involved understood the brand’s messages and intentions, as well as overseeing the delivery.