Mercedes-Benz.io needed a standout brand activation at WebSummit 2022 that would attract top tech talent in a competitive hiring landscape. The activation had to be engaging, immersive, and aligned with the brand’s innovative spirit. Additionally, it was crucial to ensure that the company’s branding was highly visible while seamlessly integrating the high-performance, precision-driven world of Formula 1.
The objective was to create an unforgettable experience that combined speed, technology, and recruitment in a way that resonated with potential candidates. The activation needed to not only capture attention but also reinforce Mercedes-Benz.io’s identity as a cutting-edge tech company. A strong F1 aesthetic was essential to tie the concept together while keeping the brand front and center.
"PitchStop" was born—a high-adrenaline VR experience where participants raced a Mercedes-Benz F1 car while simultaneously answering job interview questions. This gamified approach tested candidates’ ability to think under pressure, mirroring real-world challenges in a fast-paced tech environment. The design of the stand incorporated sleek F1-inspired elements, with bold Mercedes-Benz.io branding ensuring high visibility. The result was an activation that not only engaged attendees but also positioned Mercedes-Benz.io as an innovative employer in the tech industry.
