CLIENT

MERCEDES-BENZ

PARTNERS

MEET & POTATO, DRAW & CODE

INDUSTRY

TRANSPORT & LOGISTICS

Mercedes-Benz Vans Roadshow

Immersing 6,000 Visitors in the Mercedes-Benz Brand

In 2019, Mercedes-Benz Vans sought to expand their brand presence beyond their traditional corporate events. Their goal? To engage a more diverse audience and create a compelling, immersive experience that would reshape how people viewed the brand. To achieve this, they teamed up with Juice Immersive, alongside Meet & Potato, to develop an innovative roadshow experience—one that would tell the story of the brand’s past, present, and future using cutting-edge XR technology.

IMPACT SO FAR

6000

visitors in three months, across nine locations.

8.5/10

guest satisfaction score.

MB1
1
Challenge
Mercedes-Benz Vans aimed to expand their brand reach beyond traditional corporate events, seeking to engage a broader audience in a more immersive and impactful way. The challenge was to create a compelling experience that would communicate the brand’s vision while utilising cutting-edge XR technology.
2
Solution
Juice Immersive collaborated with Mercedes-Benz Vans to design a mobile roadshow featuring a multi-part narrative. Using a blend of 360° VR, augmented reality, and Magic Leap mixed reality, the experience took visitors on a journey through the brand’s present, near future, and long-term vision for urban mobility.
3
Impact
The roadshow engaged over 6,000 visitors across nine locations, with an average satisfaction rating of 8.5/10. The immersive experience not only captivated audiences but also strengthened brand perception, with 89% of visitors reporting a positive view of Mercedes-Benz Vans post-experience.

"We are firm believers in bringing our brand to the people, rather than expecting them to come to us. This unique concept truly enables us to share our vision with a wide and varied audience."

Steve Bridge - Managing Director, Mercedes-Benz Vans UK

New Audience, New Approach

Historically, Mercedes-Benz Vans had connected with fleet managers and corporate partners through traditional driving events and business fairs. However, the company wanted to go beyond these touchpoints, engaging a broader spectrum of consumers through experiential events. They envisioned a mobile exhibit—an interactive, technology-driven experience that could travel to different locations and draw in new audiences.

The project came to Juice Immersive via Meet & Potato, with Mercedes-Benz already investing in a mobile trailer akin to those seen at Formula One events. The brief was both exciting and daunting: to fill this cuboid canvas with immersive technology that could tell the Mercedes-Benz Vans story in a way that would resonate with event-goers across various demographics. The only problem? The exact story hadn't been fully figured out.

The Process: Crafting a Story for the Future

The creative team at Juice Immersive saw this as an opportunity to bring XR (Extended Reality) technology to life in a storytelling capacity. Rather than opting for off-the-shelf VR simulations, they started by asking the crucial question: Why?

Why was Mercedes-Benz Vans investing in this immersive trailer, and how could the brand's own narrative shine through the technology? By asking the tough questions and digging deep into the client’s vision, they uncovered three key storylines:

  1. Today: The current business offerings of Mercedes-Benz Vans and how they serve customers.
  2. Tomorrow: The near-future developments, focusing on electrification and sustainability.
  3. The Future: A look at how Mercedes-Benz Vans envisions urban mobility—drones, robots, and a revolutionary approach to last-mile delivery.

This clear narrative paved the way for a multi-layered experience, seamlessly blending different forms of XR technology to engage visitors with each chapter of the story.

Bringing the Vision to Life

1. Today: 360° VR Experience
To illustrate the brand's current services, Juice Immersive designed a 360° VR experience that put visitors in the shoes of business owners using Mercedes-Benz Vans. Three guests at a time donned VR headsets while seated in motion-controlled chairs, creating a dynamic experience that simulated riding in one of the vans. The sensation of movement, coupled with an immersive video narrative, allowed visitors to feel like they were part of the Mercedes-Benz journey.

2. Tomorrow: Augmented Reality (AR)
For the near-future chapter, which focused on electrification and security, the team implemented augmented reality. Using iPads and headphones, visitors could trigger multi-layered AR content through interactive lightboxes installed on the trailer walls. The AR experience allowed visitors to engage with animations and pop-up videos that brought otherwise technical topics like geofencing and EV (electric vehicle) transition strategies to life.

3. The Future: Mixed Reality with Magic Leap
The final piece of the puzzle—and the flagship attraction—was a mixed reality experience using Magic Leap headsets. Juice Immersive created a physical model of a futuristic city, onto which digital elements were overlaid. Visitors, acting as fleet managers, were tasked with responding to scenarios such as traffic jams and deploying drones and robots to ensure timely deliveries. This immersive simulation not only showcased the future of urban mobility but also placed Mercedes-Benz Vans at the forefront of innovation in the automotive industry.

Immersing 6,000 Visitors in the Brand

The roadshow launched during the summer of 2019, visiting nine high-profile events such as Carfest North, Royal Highland Show, and BBC Countryfile Live. Over 6,000 visitors experienced the immersive journey, with the overall experience receiving an average rating of 8.5/10.

A post-event survey revealed valuable insights:

  • 52% of visitors identified the 360° VR experience as their favourite part of the exhibit.
  • 30% were captivated by the mixed reality future vision of urban mobility.
  • 89% of participants left the roadshow with a positive view of the Mercedes-Benz Vans brand.

Feedback from attendees reinforced the success of the experience, with one visitor remarking, "It felt like a real journey with the movement and the music. I was skeptical at first, but this experience completely changed my perspective on how XR could shape the future of transport."

The Birth of Applied XR

This project marked a pivotal moment for Juice Immersive—the beginning of their Applied XR methodology. By shifting away from generic VR attractions and focusing on deep, narrative-driven experiences, the team developed a blueprint for integrating technology with storytelling in a way that felt authentic and impactful.

The Mercedes-Benz Vans roadshow was more than a showcase for cutting-edge technology. It demonstrated how XR can transform brand experiences, moving beyond novelty to become a powerful tool for communication and connection.

A Roadmap for the Future

The success of the Mercedes-Benz Vans immersive roadshow lay not just in the technology but in the storytelling. By creating a cohesive narrative that spanned the past, present, and future, Juice enabled Mercedes-Benz to engage a broader, more diverse audience while positioning the brand as a thought leader in urban mobility.

This project is a standout example of how brands can leverage immersive technology to tell their story in new, exciting ways—leaving a lasting impact on those who step inside their world.