Daimler Press Event

Daimler Press Event


Conception, organisation and implementation of a press event for the launch of busses with LED-headlights on a test drive of Daimler AG in Münsingen in close collaboration with the Daimler AG, special department Global Product Communication Daimler Buses.

Target group

70 invited journalists of the trade press for coaches and trucks from all over Europe.


Daimler Buses strikes out in a new direction within the headlamp technology: now even coaches have integrated LED-headlamps. The Daimler test drive in the Swabian Mountains provided the appropriate framework to launch this innovation to the trade press.

Based on the three present existing headlamp technologies – Halogen, Xenon and LED – Siegelwerk developed a concept that visualized the benefits of the new illuminants generation. Technical facts about artificial generated light and its perception by the human eye built the foundation for the special light design and the resulting event concept.

The first, informative and static part of the event laid its focus on the comparison of the light coloursand life cycle of the different illuminants. Therefore light graphics where projected on the black covered walls of the plenary room.

The following dynamic part of the event gave the journalists the opportunity by driving the busses to perceive themselves which significant improvement LED-headlamps can achieve: less tiring of the eyes and fast recognition of obstacles at the roadside. The previously received information could then get tested in real-life conditions at a test drive in the darkness. This got accompanied with impressive projections in the woods and on buildings which constitutes a highlight of the event.