Post Event Report

SLS Brand Roadshow“Yıldızlar Takımı”01 June – 07 July 2010

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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• Launch the brand hero  the new SLS AMG• To create fascination throughout Turkey via SLS AMG and other niche MB products.• To create showroom traffic in the dealers.• To introduce the niche models for the first time in the selected regions.

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Objective

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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SLS Brand Roadshow “Yıldızlar Takımı” included in the following key features:

Period : 01 June – 07 July 2010 (total 17 events)

Times : From 11.00 a.m. to 8.00 p.m. (9 hours per day)

Personnel : Total 33 persons

1 person for main registration desk + 2 persons for registration of test drive

1 person for SLS display

8 persons for test drives (car explainers)

2 persons for displaying cars interiors and PS3

1 person for lojistics of promotional materials etc.

1 supervisor + 1 assistant of event coordinator

2 bus drivers + 3 truck drivers + 1 van driver for event coordinators

2 persons for technical services

2 persons for setting up and dismantling SLS stand

2 car cleaners + 1 photographer

2 event coordinators

1 passenger car sales dealer consultant from MBT

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Overview

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Overview

Calendar of Events : Total 17 events1 June Diyarbakir - Gelecek Otomotiv3 June Gaziantep - Koluman Gaziantep 5 June Adana - Mengerler Adana7 June Mersin - Koluman Mersin10 June Hatay - Hatay Has12 June Kayseri - Bayraktarlar Merkay14 June Konya - Bayraktarlar Merkon17 June Izmir - Has Izmir19 June Izmir - Egemer21 June Denizli - Hastalya Denizli23 June Antalya - Hastalya 26 June Ankara - Koluman Ankara28 June Ankara - Mengerler Ankara30 June Eskisehir - Hases2 July Bursa - Mengerler Bursa 5 July Samsun - Mengerler Samsun7 July Trabzon - Hassoy

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Overview

Provinces Dealers Shopping MallsDIYARBAKIR Gelecek Otomotiv Mega Center GAZIANTEP Koluman Gaziantep SankoparkADANA Mengerler Adana M1 MERSIN Koluman Mersin Mersin Forum HATAY Hatay Has Otomotiv Carrefour KAYSERI Bayraktarlar Merkay KayseriPark KONYA Bayraktarlar Merkon REAL M1 IZMIR Has OtomotivIZMIR Mengerler İzmir DENIZLI Hastalya Denizli Forum Camlik ANTALYA Hastalya Antalya Shemall ANKARA Koluman AnkaraANKARA Mengerler AnkaraESKISEHIR Hases Otomotiv NeoplusBURSA Mengerler Bursa KoruparkSAMSUN Mengerler Samsun Macro MarketTRABZON Hassoy Otomotiv Trabzon Forum

Cepa

Shopping Malls

Agora

Shopping Malls : A billboard, which has been produced for SLS roadshow, has been placed at the shopping malls for two days in all provinces. The list of the shopping malls according to the provinces are as follows:

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OverviewClothing : Grey trousers, white sport shoes and

white shirt branded with Mercedes-Benz logo

Display Vehicles : 1 x SLS AMG in iridium silver 1 x C 63 AMG in iridium silver 1 x SL 300 in calcite white 1 x M 350 CDI in obsidian black (excluding just after

Antalya) 1 x SLK 200 K in calcite white (excluding just after

Mersin)

Test Drive Vehicles : 1 x E 63 AMG 1 x C 180 K ESTATE 1 x CLC 160 1 x GLK 250 CDI 1 x S 350 CDI 1 x GL 350 CDI 1 x E 250 CGI COUPE 1 x SLK 200 K 1 x E 250 CGI CABRIO 1 x B 160 (optional - belonging to the

dealers) 1 x C 180 K (optional - belonging to the dealers) 1 x E 250 CDI (optional - belonging to the dealers)

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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Mn Tu Wd Th Fr Sa Su Mn Tu Wd Th Fr Sa Su Mn Tu Wd Th Fr Sa Su Mn Tu Wd Th Fr Sa Su Mn Tu Wd Th Fr Sa Su Mn

Dealer 31.5 1.6 2.6 3.6 4.6 5.6 6.6 7.6 8.6 9.6 10.6 11.6 12.6 13.6 14.6 15.6 16.6 17.6 18.6 19.6 20.6 21.6 22.6 23.6 24.6 25.6 26.6 27.6 28.6 29.6 30.6 1.7 2.7 3.7 4.7 5.7

DİYARBAKIR

ANTEP

ADANA

MERSIN OFF

HATAY

KAYSERİ

KONYA

IZMIR OFF

DENİZLİ

ANTALYA OFF

ANKARA

ESKİŞEHİR

BURSA OFF

SAMSUN

TRABZON

Transportation & PreparationEvent

OFF Day Off

Dealers

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Calendar of Events

1. 1 June Diyarbakir - Gelecek Otomotiv2. 3 June Gaziantep - Koluman Gaziantep 3. 5 June Adana - Mengerler Adana4. 7 June Mersin - Koluman Mersin5. 10 June Hatay - Hatay Has6. 12 June Kayseri - Bayraktarlar Merkay7. 14 June Konya - Bayraktarlar Merkon8. 17 June Izmir - Has Izmir9. 19 June Izmir - Egemer10. 21 June Denizli - Hastalya Denizli11. 23 June Antalya - Hastalya 12. 26 June Ankara - Koluman Ankara13. 28 June Ankara - Mengerler Ankara14. 30 June Eskisehir - Hases15. 2 July Bursa - Mengerler Bursa 16. 5 July Samsun - Mengerler Samsun17. 7 July Trabzon - Hassoy

Dealers

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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ActivitiesDJ music performance entertained the guests all

day.

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ActivitiesTea, coffee, soft drink and cookies were served all day.

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Activities The SLS AMGA cockpit. An engine. Two wings.

Is it still a car?

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Activities The SLS AMGA cockpit. An engine. Two wings.

Is it still a car?

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Activities The SLS AMGThe guests visited the webspecial of the SLS AMG by a touchscreen plazma.

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ActivitiesGran Tourismo 5 for PS3 with The SLS AMG

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Activities

Gran Tourismo 5 for PS3 with The SLS AMG

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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Test Drive

Test Drive Vehicles : 1 x E 63 AMG

1 x C 180 K ESTATE 1 x CLC 160 1 x GLK 250 CDI 1 x S 350 CDI 1 x GL 350 CDI 1 x E 250 CGI Coupe (excluding just after Mersin) 1 x SLK 200 K 1 x E 250 CGI Cabrio 1 x B 160 (optional - belonging

to the dealers) 1 x C 180 K (optional - belonging to the

dealers) 1 x E 250 CDI (optional - belonging to the

dealers)

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Test Drive

The guests got a test drive ticket according to their preferences and test drive tickets were prepared by ten minute intervals.

Total 48 sessions = Total 48 drivers (one driver in each

session)

Total capacity

11 vehicles (except the E 63 AMG) x 48 sessions = 528

persons

1 11:00 25 15:30

2 11:10 26 15:40

3 11:20 27 15:50

4 11:30 28 16:00

5 11:40 29 16:10

6 11:50 30 16:20

12:00 16:30 OFF TIME

12:10 16:40 OFF TIME

12:20 16:50 OFF TIME

7 12:30 31 17:00

8 12:40 32 17:10

9 12:50 33 17:20

10 13:00 34 17:30

11 13:10 35 17:40

12 13:20 36 17:50

13 13:30 37 18:00

14 13:40 38 18:10

15 13:50 39 18:20

16 14:00 40 18:30

17 14:10 41 18:40

18 14:20 42 18:50

19 14:30 43 19:00

20 14:40 44 19:10

21 14:50 45 19:20

22 15:00 46 19:30

23 15:10 47 19:40

24 15:20 48 19:50

Sessions

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Test Drive

Sessions for the E 63 AMG

14 sessions daily

Total Capacity for the E 63 AMG

14 sessions x 3 drivers = 42 persons

1 11:00 - 11:40

2 11:40 - 12:20

3 12:20 - 13:00

4 13:00 - 13:40

5 13:40 - 14:20

6 14:20 - 15:00

7 15:00 - 15:40

8 15:40 - 16:20

9 16:20 - 17:00

10 17:00 - 17:40

11 17:40 - 18:20

12 18:20 - 19:00

13 19:00 - 19:40

14 19:40 - 20:20

Sessions

Each participant had an orientation tour with the other two participants of the car and the instructor, before their indiviual test drive with the instructor. The instructors gave a 10-minute briefing to test

drive participants about the test drive area, safety driving and the technical information about the E

63 AMG.

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Test Drive

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Test Drive

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Test Drive

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Test Drive

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Test Drive

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Test Drive

A tent system next to test drive area was used for the test drive

registration and waiting or watching participants.

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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BrandingThe SLS AMG Billboard for the shopping malls

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BrandingThe SLS AMG Stand

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BrandingThe SLS AMG Stand (back side)

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BrandingThe SLS AMG Board

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BrandingThe other boards

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BrandingThe other boards

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BrandingThe other boards

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BrandingThe interior flags

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BrandingThe interior flags

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BrandingThe bus for the team transportation

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Branding

The Vito for the event coordinators transportation

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BrandingEx-dome tents for test drive registration and waiting

area

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BrandingTest drive registration desk

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BrandingMain registration desk

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Branding

The ex-up boards for test drive area

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BrandingThe ex-up boards for test drive area

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BrandingThe exterior flags

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Branding

Safety fences

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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Printed MaterialsInvitation

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Printed MaterialsInvitation

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Printed MaterialsRegistration form Evaluation form

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Printed MaterialsStickers for Test Drive Vehicles

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Printed MaterialsTest Drive Ticket

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Printed Materials

Cards for test drive and giftsA test drive and a gift card were given to all participants from main registration desk. They could take their gifts or make their test drive reservation from test drive desk by these cards. (The participants who had not any card, (no card means the registration was not completed), were not allowed to take gift or make a test drive reservation.)

Back side of cards Gift card Test drive card

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Printed MaterialsFacebook card

A facebook card was given to all participants from main registration desk to inform them about facebook address of event. The photos which were taken the whole day, were added into the facebook pages, so the participants could see, save as and tag

their photos.

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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Promotional Materials

Brochures

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Promotional Materials

Bag

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Promotional Materials

Posters

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Promotional Materials

SLS brochure

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Promotional Materials

SLS DVD

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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Team

Total 33 persons

1 person for main registration desk + 2 persons for registration of test drive

1 person for SLS display

8 persons for test drives (car explainers)

2 persons for displaying cars interiors and PS3

1 person for lojistics of promotional materials etc.

1 supervisor + 1 assistant of event coordinator

2 bus drivers + 3 truck drivers + 1 van driver for event coordinators

2 persons for technical services

2 persons for setting up and dismantling SLS stand

2 car cleaners + 1 photographer

2 event coordinators

1 passenger car sales dealer consultant from MBT

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Team

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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Facts and Figures

  Participant Form Test Drives LEADs

DİYARBAKIR 371 285 248 34

ANTEP 241 189 190 19

ADANA 297 223 261 36

MERSIN 135 108 111 20

HATAY 267 207 215 25

KAYSERİ 447 339 285 48

KONYA 203 159 155 24

HAS IZMIR 175 137 155 31

EGEMER IZMIR 144 101 107 23

DENİZLİ 159 132 147 21

ANTALYA 157 124 125 22

KOL. ANKARA 445 302 264 50

MEN. ANKARA 254 190 178 39

ESKİŞEHİR 287 226 238 42

BURSA 322 251 223 42

SAMSUN 223 157 155 15

TRABZON 283 217 185 21

TOTAL 4.410 3.347 3.242 512

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Facts and Figures

Total Test Drives B-Class C-Class C Estate CLC-Class E-Class E-Cabrio E-Coupe E 63 AMG GL-Class GLK-Class S-Class SLK-Class

DİYARBAKIR 248 - 1 10 15 - 44 35 38 28 17 22 38

ANTEP 190 - - 5 4 4 28 27 49 23 9 20 21

ADANA 261 - 4 6 9 9 39 40 47 30 18 27 32

MERSIN 111 - 6 1 1 6 19 7 34 7 6 10 14

HATAY 215 - - 11 9 6 36 29 46 15 12 19 32

KAYSERİ 285 - 29 3 1 35 39 - 39 36 33 34 36

KONYA 145 - 7 - 1 11 26 - 31 15 16 16 22

IZMIR (HAS OTOMOTİV) 155 - - 3 4 - 35 - 37 13 12 27 24

IZMIR (MENGERLER İZMİR) 107 - 4 - - 4 28 - 34 11 4 12 10

DENİZLİ 147 - 7 - 2 - 31 - 32 13 12 24 26

ANTALYA 125 - 6 - - 9 28 - 36 9 15 13 9

ANKARA (KOLUMAN) 264 - 25 11 13 28 42 - 19 27 27 39 33

ANKARA (MNEGERLER) 178 - 8 10 4 20 40 - 20 14 18 37 7

ESKİŞEHİR 238 - 24 2 15 - 42 - 32 21 29 34 39

BURSA 223 - 10 8 2 22 39 - 34 25 24 28 31

SAMSUN 155 1 11 2 16 - - - 34 - - 46 45

TRABZON 185 - - 23 32 - - - 36 - - 44 50

Test drive distribution according to models

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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Social Mediawww.facebook.com/mercedesyildizlartakimi

• Global SLS Facebook applications are adapted.• An interactive facebook SLS Brandshow website is created and the site is updated via brandshow photos and videos

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Social Media

www.facebook.com/mercedesyildizlartakimi

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Social Media

www.facebook.com/mercedesyildizlartakimi

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Social Media

www.facebook.com/mercedesyildizlartakimi

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Social Media

www.facebook.com/mercedesyildizlartakimi

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Objective

Overview

Dealers

Activities

Test Drive

Branding

Printed Materials

Promotional Materials

Team

Facts and Figures

Social Media – www.facebook.com/mercedesyildizlartakimi

Back-up

Agenda1

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