Iaa-2014 | BRAND.NEW DAY GmbH

Daimler AG

IAA

POWERFULLY PRESENTED SHOW HIGHLIGHTS

The Daimler AG presents its market leadership over an area of 16,000 square meters at the IAA. And for the 10th time in a row, BRAND.NEW DAY were their partner for the interactive elements of the presentation. The majority of the touchscreen applications stem from our idea factory. Innovative technology directs visitors towards the leading themes of the show in an exciting way.

In the center: the TechLane, an o-shaped central aisle. Topics like total economics, after sales services and accessories were displayed at 50″ touchscreen stations. A task that challenged the entire BRAND.NEW DAY-team. Because integration was required: from the conceptual execution, to providing assets, as well as the development of complex applications, interdisciplinary teams neede to work closely together. For the first time, the technical framework was based on browser technology and Javascript environments Angular.js and Famo.us.

The show’s key theme: Total economics. At four information stations, consumption, maintenance & repairs, investment, and remaining value, were all presented in detail.

Thanks to multitouch screens, we used great innovation in presenting this infomarion through giant touch pads and swiping, leading visitors from one point in the menu to the next. A comprehensive application focusing on after sales was created for the Mercedes-Benz vans center. The special feature: the touchscreen that was integrated into the table showcase, which can be used from two sides at once. Through an Internet backchannel, the user can have additional information sent to their email address. There is an interactive vehicle stele next to each of the 60 showcased vehicles. With the fourth generation of stele software that we have developed in conjunction with Daimler, most relevant vehicle information is available via touch click.

IMPRESSIONS

How do you get visitors excited about total economics and after sales services? With innovative touchscreen applications that encourage them to experience the content through swiiping.

We have now been creating interactive worlds for Daimler AG for 10 consecutive years. Every year the requirements grow in complexity, but of course, that’s all part of the fun. In 2014 the topics were less technology-heavy for us. We focused on economical aspects like the total economics and after sales instead. The huge wealth of information means maximizing research and structuring. Fittingly, our application has a tile-based design for conveying the information. After an intense testing phase, we decided to use web technology, such as Angular.js and Famo.us. This makes the components re-usable, e.g. for web applications of mobile apps.

Cherief El Mahdy

BUSINESS INTELLIGENCE

For the total economics application, the Financial Services department gave us a special challenge: within the application, users were led towards “their” ideal financial product through multiple choice. Behind that, is a sophisticated set of formulas that we developed with Daimler specialists.

BUSINESS INTELLIGENCE

For the total economics application, the Financial Services department gave us a special challenge: within the application, users were led towards “their” ideal financial product through multiple choice. Behind that, is a sophisticated set of formulas that we developed with Daimler specialists.

OVERVIEW OF SERVICE TOPICS

For the Mercedes-Benz vans center, we created a table module that was users could access from from two sides in parallel. Additional Features of this application: After entering their email address, users could receive additional information through a backchannel

REAL MODEL COMBINED WITH 3D-ANIMATION

Turbo retarder-clutches are an important topic in HGV and construction traffic. The showcase presented the mode of action in a real model. The model was supported by a touchscreen application that recreated the details in 3D.

TECHLANE: LEADING VISITORS TO LEAD THEMES

Daimler AG’s 16,000 square meter show presence was structurized through an o-shaped central aisle, the so-called ‘TechLane’. To the left and right of visitors, there were touchscreen applications that presented the key themes. Presenters are available for further questions of the visitors.