Run the whole event journey as one connected system.

Challenge

A training event is an operations problem wearing a marketing badge.

Mercedes-Benz Italia had to train the sales force of its main Italian dealers on newly launched cars, show where those cars beat their segment competitors, and reward the strongest teams. That means moving a lot of people through accreditation, test drives and assessment on a fixed schedule, without queues and without paper.

Solution

One platform, from the badge to the final score.

Accreditation ran on QR code and NFC, and the liability waiver for the test drives was signed electronically. Every participant had the event app on their own phone, iOS or Android: a personal code to log in and pick their group, the group’s programme, a personal QR code, real-time notifications, maps and routes for the test drives, and contacts and chat with the event office.

The training happened in three workshops, each with its own tablet app: Self Training on four AMG cars, PHEV on plug-in hybrid technology, Services on leasing, rental and Digital Extras. Teams of three or four were formed in seconds by scanning their QR badges. In Self Training a QR code on each car opened the questions about that car. Every question came with four statements to judge true or false, the score was calculated on the tablet and sent to the server at the end of the session, tied to the workshop and the team.

Workshops were opened and closed from a central console, with the timer synchronised on every tablet and a warning in the last ten and five minutes. That is why sixteen days of sessions could be run from a single place.

Why it matters

This is the proof agencies ask for.

Automotive event technology is the hardest kind: high guest volume, physical assets that move, legal signatures, and no tolerance for a system that stalls. It is the most transferable proof in the portfolio.