In 2019 Mercedes-Benz Hong Kong made a forward-looking move and wanted to rejuvenate their brand to appeal to a younger audience leading modern lifestyles and falling in with a new creatively focused global mindset. With that in mind, the client desired to produce a most compelling event in Hong Kong.

The envisioned experience brand would present ‘the best new experiences for a next-level lifestyle’ within an experiential frame-work and lead up to a mega-festival that would run habitually every year. We called it “Mercedes-Benz BAM Festival. New. Next. Now.”

Over the weekend of 12th-13th October, at the Central Habourfront over 12,000 guests witnessed automotive, technological innovation, lifestyle, fashion, food and drink, urban living, sustainability, e-sports and entertainment intersect and saw Mercedes-Benz established as a thought-leader for progressive lifestyle choices that resonates with millennials.


Born in 1989, AUDITOIRE is a global experiential marketing agency and a market leader in connecting brands with their audiences through creativity, expertise and passion.

2018 was a record-breaking year for us but like many approaching their 30s, we’d some serious soul searching to do. How to strive in an industry under pressure from increased demands and smaller budgets in uncertain economic times?

Relevancy lies in reinvention. We launched our future-offensive 2020 Vision to Think Smart, Get Creative and Go Big. We’ve had trials: our largest event cancelled with 20% of our budget and our largest client reduced their marketing spend by 30%. We stayed the course.

It was a year where we delivered major experiential fashion shows, expanded into e-sports, where our strategists engaged in paid consultancy with leading clients, and our video editors retained work outside of pitch, all whilst growing our client base by 26%.