Time Out inspires readers to discover and experience the best of the city Leveraging this platform, we curated inspirational content to cover all areas of BAM 2019, with a call to action for readers to register for entry, and a priority test drive available exclusively only for Time Out readers. 

Time Out's First Look at Mercedes BAM Festival 2019 was published on both English and Chinese websites to promote the event. The content provided an in-depth look at the on-site activations, as well as the launch of the brand’s first, fully electric vehicle, the EQC. The content not only interested Time Out's audience of cultural explorers, but also excited the city's car owners and tech enthusiasts to sign up for test-drives, and participate in other activities at the event. The bespoke content is amplified via a wide range of digital executions to drive awareness and engagement. On social, we provided teasers and behind-the-scenes festival content to drive awareness and boost footfall. Mercedes-Benz took over Time Out Hong Kong's Instagram account during the festival weekend, where they posted behind-the-scenes footage, giving followers sneak-peeks and first-looks to the activations across Music, EQC, eSport, Food & Fitness.