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Mercedes-Benz HK unveils latest EQA model with ‘Electrical Jukebox’ campaign

Hong Kong — The Hong Kong division of automobile manufacturer Mercedes-Benz and its exclusive dealer, Zung Fu, launch the newest electric car from EQA, an entry-level model series for Mercedes-EQ vehicles, with the ‘Electrical Jukebox’, a multisensory, innovative campaign. The promotion was done in collaboration with Isobar Hong Kong, dentsu international’s digital creative agency.

Incorporating Mercedes-Benz EQA’s philosophy, ‘Progressive Luxury’, Isobar Hong Kong introduced the first-ever music meets lightning automobile showcase to the local audiences by streaming AI-extracted soundtracks through a set of electric current emitters called Electrical Resonant Coils, playing music in lightning beams and bolts of electricity, and eventually creating an enchanting scene that best manifested the electrifying look and tech-savvy lifestyle EQA embodies.

To create the effect, chart-topping international and local songs were run through an open-source AI to split the tracks then ran through a synthesiser before it was played on electrical resonant coils to create a truly spectacular light and sound show.

To complete it, the promotion was tested in a popular Hong Kong mall where a live and interactive demonstration took place. Audiences could enjoy the electric dance and the EQA display up-close and safe through a massive jukebox, they could pick their favourite songs to “electrify” through scanning the QR codes and entering a WhatsApp chatbot and an AR app allowed them to get up close and look at the car from every angle.

Ken Lo, creative director for Isobar Hong Kong, commented on their campaign to popularize the idea that electric cars can be fun, and said, “It was really exciting to see people’s reaction when we fired up the Jukebox because no one, including the production house and our in-house creative team, believed playing music with lightning was actually feasible. Everyone thought it was CG with background music until they were standing just a few feet from the bolts of electricity.”