Big ideas for the future are at the heart of the annual Yabuli China Entrepreneurs Forums. For its 17th edition in 2017, approximately 450 industry experts, academics and other participants gathered to discuss the innovative technologies and business models that would shape China’s economy in the years to come.

Prominent among the forum’s sponsors is Mercedes-Benz, who tapped into the integrated expertise and deep experience of Pico’s TBA team to lead virtually every aspect of the event’s planning, execution and management. .

The Concept

As a leader in automotive technology, Mercedes-Benz proved an excellent fit with the forum’s emphasis on innovation and change in industries. The team’s planning accordingly developed to include such elements as a 30 limousines to provide an airport pick-up and drop-off service for VIP visitors, and provision for forum participants to test-drive cars during the event.

As well as full event planning, the TBA team’s responsibilities included execution of fabricated elements, vehicle management, VIP hospitality, and experiential design. Integration of all these elements under a single team enabled their development and subsequent execution to proceed with unusual speed and smoothness.

Creative Execution

Among the most popular features of the forum venue was a TBA-designed interactive area. Here, a wall with integrated touch-sensitive sensors enabled conference participants to ‘get a feel’ for the many exclusive technologies that contribute to the Mercedes-Benz experience.

For a taste of the real thing, participants were invited to proceed to the Yabuli Club Med for a test-drive of selected Mercedes vehicles. Developed in close collaboration with the team, the drives took place along specially selected routes on public roads. Complementing the activity was a car display area and test-drive backdrop designed by TBA team at the venue.

For major sponsor Mercedes-Benz, activities such as the test drive were satisfyingly effective in conveying the brand experience to an influential audience, and generated a number of possible leads.

The Numbers

The conference comfortably achieved its objectives in terms of participant numbers, attracting:
• Nearly 450 attendees, including 116 members of the Forum, 74 members of the Council of the Forum and 47 guest speakers.