Mercedes-Benz wanted to leverage mobile technology at the 2010 Auto Expo, which attracts over 200,000 visitors, to promote their brand. They created a "BluFi zone" at their stall that allowed visitors to access customized content and details about car models on their phones by turning on Bluetooth. Over 60,000 engagements and 18,000 unique users utilized the application, providing great visibility for Mercedes-Benz and showcasing an innovative promotional approach that delivered a superior return on investment.

1. Case Study – Auto
Mercedes Benz – Leveraging the Auto Expo
• Mercedes Benz wanted to leverage a mobile platform
at the Auto Expo 2010
• With an assured footfall of over 2,00,000 visitors, the
expo was the perfect platform for brand promotion
• It was looking at an engaging experience for auto
enthusiasts visiting the expo
Converting Mercedes-Benz stall at the Auto Expo into
a BluFi zone
Providing a rich product experience to the users in an
innovative way, to trigger a reason for them to visit
Mercedes-Benz stall
Customizing the content based on different mobile
phone models
Making the user avail the details of the car models, as
easily as pressing the thumb on the phone
Having ambient media such as standees, visual
displays & promoters to educate users to turn on
their mobile Bluetooth
 Over 60,000+ engagements were achieved
 18,000+ unique users availed the application
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2. Case Study – Auto
 Provided great visibility for Mercedes-Benz and an
innovative edge to the brand communication
 Both Brand building and Response generation at the
same time delivering superior ROI
 Ensured that essential product information were
delivered to visitors in an interactive way
 Enabled visitors to carry a great brand experience
from the event
 The engagement created a buzz among other
automobile giants, who wanted to use this
technology for enhancing their promotional activities
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