This past Wednesday night, Mercedes-Benz Canada hosted a free concert at Toronto’s Sound Academy called the B-Scene to celebrate the launch of its new B-Class.

DJ Stage with B-Class on the wings

The concert featured DJ sets by Montreal based electronic music duo, Chromeo, and British house music group, Dirty Vegas.  Mercedes-Benz Canada is aiming to target a younger demographic with the new B-Class and this is an interesting attempt to market differently.

The most famous three-pointed star

The B-Scene event included a variety of interactive stations of sweets & candy, a photo booth, street graffiti art and canvas art. The event had a unique edge and is definitely an innovative way to capture a different market for Mercedes-Benz Canada.