Quick recount: Mercedes-Benz's ambitious Mission: Electric
24 Jun 2024|2,243 views
Gamification is a powerful tool - one that Mercedes-Benz Singapore wields with subtle yet electrifying finesse in Mission: Electric as it brings participants through a densely-filled half-day of activities around the island. Simply talking at a consumer about a car, after all, can veer easily into tedium. Conversely, motivating them to learn on their own accord - with rewards dangled in front - makes things a lot more interesting.
A quick recap, however, is essential before we dive in: What exactly is Mission: Electric?
Mercedes-Benz Singapore describes Mission: Electric as an exhilarating cross-island EV driving adventure, with a sustainability focus and a local twist
A quick explainer: Mercedes-Benz Singapore's Mission: Electric
While it's technically not wrong to look at the event as an extended test drive with selected models of Mercedes-Benz's EV range today, to simply understand it as such would also feel a bit reductive. Instead, the brand's description of the event as an "exhilarating cross-island EV driving adventure" feels genuinely faithful to the overall experience.
It's all in the name, and the 'rules' are quite straightforward; participants are given a list of missions to tackle through the day. Some, including an eco-driving challenge and a trivia quiz, are more explicitly related to the cars themselves; others dial up the fun without a direct automotive-theme.
From the EQA SUV to the EQS Sedan, nearly the entire Mercedes-Benz EV lineup is availed to the participants of Mission: Electric
The very expanse of Mission: Electric already elevates it above any test drive that you can imagine - starting with the fact that at least 50km of driving is woven into the itinerary.
The driving adventure spans three separate locations around the island (including Mercedes-Benz Centre itself). There are close to 10 missions to be completed. And nearly the entire modern Mercedes-Benz EV lineup, all the way from its recently refreshed compact EQA and EQB SUVs to its flagship EQS Sedan, presents itself for a chance behind the wheel.
Catches remain - certain missions introduce a competitive element, with winners getting first dibs on their next car. Still, it's a sumptuous spread of models to choose from.
"You mission - should you choose to accept it..."
An honest assessment of the event: Smartly integrated brand messages
Mission: Electric succeeds because of how neatly embedded the brand's messages about its EVs are within the plan and the missions themselves.
It already starts at Mercedes-Benz Centre itself. After a debrief of the day's schedule, a run-through of the routes, and a crash-course on the cars available during the drive, participants are plunged immediately into a trivia quiz about the Mercedes-Benz EV range today.
These brand messages - normally conveyed through salespeople or press releases - would be unlikely to jump out at a customer under normal circumstances. Filtered through the red/green/yellow/blue answering blocks of Kahoot, however (and with stakes at play), every piece of information is immediately made more exciting and more memorable.
A Kahoot game always helps with revision - especially when it's on the topic of Mercedes-Benz EV-related trivia
Through other experiences along the way, the brand continue to interweave key parts of the its messaging about EVs with a coy grin on its face.
Take for instance, the eco-driving challenge that participants are tasked with when behind the wheel of the EQA and EQB - clock the lowest consumption figure and you win.
But the hints that you're given by the team to aid you along the way (set the regenerative braking level to 'strong'; put the car in Eco mode) nonetheless illuminate how exactly you can maximise your car's range should the time ever call for it. We did pretty well ourselves we think, managing to push the consumption down to 5.3km/kWh on the short drive from Alexandra Road to Dempsey Hill.
Find yourself in need of a charger - even in the far flung reaches of the Kranji Countryside? P.Up's mobile chargers can come right to you to juice your EV up still
Yet another example is the mobile charging demonstration in collaboration with Mercedes-Benz Singapore's partner, P.Up, which operates a fleet of six vans that rove around the island, waiting to put juice back into the batteries of EVs that have called for their attention.
Again, the location of the demonstration is deliberate. Gardenasia Farm, where we are introduced to the demo-van, is so deep within the far flung reaches of Kranji (it counts Sungei Buloh among its neighbours) that some of our mobile networks were struggling with data connection due to how close to the edge of the island we were.
Yet to see P.Up's van present here, charging up one of the EQBs for show, only serves to concretise the luminous benefits of the service: There is really nowhere on the island that is off limits for the anywhere-anytime charging proposition offered to customers by the vans.
Our two additional pit stops for the day: In Dempsey Hill, and in the Kranji Countryside
Surprisingly heartwarming: Stories given the time to shine
Arguably one of the highlights of Mission: Electric, however, is a surprising storytelling element that emerges at the two pitstops along the road trip.
At both locations, participants are invited to inhabit worlds in which, much like the EVs on the drive, a sustainability-focus undeniably enhances, rather than takes away from both the quality and uniqueness of the experience.
Functioning as quick intermissions that punctuate the flurry of activity and energy otherwise coursing through the programme schedule, the stories are brief, but still rich in detail.
Mr. Bucket's concoctions don't just boast unique twists in terms of flavour, but are all also made using regionally-sourced cacao
We associate chocolate-making with Western Europe, and cacao beans with Southern America or Western Africa - but Mr. Bucket Chocolaterie in Dempsey Hill is proudly local with a surprising regional focus. Its concoctions aren't just centred on unique flavours - some of them, hyper-local - but commit to ethical and sustainable sources with all its cacao sourced from Asia.
Likewise, Gardenasia, helmed by fourth-generation horticulture farmer, Kenny Eng, is dedicated to lifting up the communities supporting local agriculture.
Among the farm-to-table dishes you'll find on Bistro Gardenasia's menu (referring to food items that are made using locally-grown produce) are the Assam Mullet Fish Chowder, and Pan Seared Red Snapper Fillet
Mission: Electric's lunch menu is served at its in-house bistro - one of only a few names in Singapore to have been awarded the highest tier of recognition within the Singapore Food Agency's Farm-to-Table (FTT) Recognition Programme. Opt for the fish as your main course, and nearly the entire meal will comprise locally-sourced produce - right down to the gelato, which incorporates homegrown leafy vegetables. (On the note of the latter, one of the event's most intriguing missions is hidden here too.)
The backbone of any memorable road trip: Capable cars that can both soothe and entertain
Not forgetting the main stars - or Three-Pointed Stars
All this is not to say that Mission: Electric doesn't lose sight of its main stars: The cars.
Be strategic - and competitive to a certain degree too - and you'll get to experience the myriad in flavours of today's Mercedes-Benz EV lineup. Our overarching goal with the cars was breadth, and with a solid team in place (we benefitted from speed on multiple levels: The fastest (RC) race car driver, and the fastest fingers during Kahoot), arrived at our dream three-car selection.
The result? Getting the privilege of tasting the everyday versatility, refinement and seven-seater space of the EQB250+; the outrageous, nearly-unbelievable power and performance of the AMG-handled EQE53 SUV; and the quiet, confident luxury of the EQS450+ Sedan. All that in a single afternoon!
All smiles: Mission: Electric presents a masterfully-curated experience that doesn't just cast the spotlight on Mercedes-Benz's EVs, but also invites participants to see Singapore in a new light
One normally expects fatigue to follow in the footsteps of a packed itinerary - across the better part of at least five hours, in fact. But here, the result is converse. The often-frantic and fast-paced Singaporean mind is instead soothed, renewed and gently stretched as one leaves the event with much to ponder on.
Games are fun, and while much of Mission: Electric is premised on the idea of winning special prizes, it's clear Mercedes-Benz Singapore knows where the actual prize lies: In the experience of escaping our hyper-hectic urban stasis - and by doing so behind the wheel of some of the best EVs out there today, no less.
Here are a few other stories that may interest you!
Electric vehicles: Humans in the form of machines
Is the Mercedes S-Class as compelling as the all-electric EQS?
Gamification is a powerful tool - one that Mercedes-Benz Singapore wields with subtle yet electrifying finesse in Mission: Electric as it brings participants through a densely-filled half-day of activities around the island. Simply talking at a consumer about a car, after all, can veer easily into tedium. Conversely, motivating them to learn on their own accord - with rewards dangled in front - makes things a lot more interesting.
A quick recap, however, is essential before we dive in: What exactly is Mission: Electric?
Mercedes-Benz Singapore describes Mission: Electric as an exhilarating cross-island EV driving adventure, with a sustainability focus and a local twist
A quick explainer: Mercedes-Benz Singapore's Mission: Electric
While it's technically not wrong to look at the event as an extended test drive with selected models of Mercedes-Benz's EV range today, to simply understand it as such would also feel a bit reductive. Instead, the brand's description of the event as an "exhilarating cross-island EV driving adventure" feels genuinely faithful to the overall experience.
It's all in the name, and the 'rules' are quite straightforward; participants are given a list of missions to tackle through the day. Some, including an eco-driving challenge and a trivia quiz, are more explicitly related to the cars themselves; others dial up the fun without a direct automotive-theme.
From the EQA SUV to the EQS Sedan, nearly the entire Mercedes-Benz EV lineup is availed to the participants of Mission: Electric
The very expanse of Mission: Electric already elevates it above any test drive that you can imagine - starting with the fact that at least 50km of driving is woven into the itinerary.
The driving adventure spans three separate locations around the island (including Mercedes-Benz Centre itself). There are close to 10 missions to be completed. And nearly the entire modern Mercedes-Benz EV lineup, all the way from its recently refreshed compact EQA and EQB SUVs to its flagship EQS Sedan, presents itself for a chance behind the wheel.
Catches remain - certain missions introduce a competitive element, with winners getting first dibs on their next car. Still, it's a sumptuous spread of models to choose from.
"You mission - should you choose to accept it..."
An honest assessment of the event: Smartly integrated brand messages
Mission: Electric succeeds because of how neatly embedded the brand's messages about its EVs are within the plan and the missions themselves.
It already starts at Mercedes-Benz Centre itself. After a debrief of the day's schedule, a run-through of the routes, and a crash-course on the cars available during the drive, participants are plunged immediately into a trivia quiz about the Mercedes-Benz EV range today.
These brand messages - normally conveyed through salespeople or press releases - would be unlikely to jump out at a customer under normal circumstances. Filtered through the red/green/yellow/blue answering blocks of Kahoot, however (and with stakes at play), every piece of information is immediately made more exciting and more memorable.
A Kahoot game always helps with revision - especially when it's on the topic of Mercedes-Benz EV-related trivia
Through other experiences along the way, the brand continue to interweave key parts of the its messaging about EVs with a coy grin on its face.
Take for instance, the eco-driving challenge that participants are tasked with when behind the wheel of the EQA and EQB - clock the lowest consumption figure and you win.
But the hints that you're given by the team to aid you along the way (set the regenerative braking level to 'strong'; put the car in Eco mode) nonetheless illuminate how exactly you can maximise your car's range should the time ever call for it. We did pretty well ourselves we think, managing to push the consumption down to 5.3km/kWh on the short drive from Alexandra Road to Dempsey Hill.
Find yourself in need of a charger - even in the far flung reaches of the Kranji Countryside? P.Up's mobile chargers can come right to you to juice your EV up still
Yet another example is the mobile charging demonstration in collaboration with Mercedes-Benz Singapore's partner, P.Up, which operates a fleet of six vans that rove around the island, waiting to put juice back into the batteries of EVs that have called for their attention.
Again, the location of the demonstration is deliberate. Gardenasia Farm, where we are introduced to the demo-van, is so deep within the far flung reaches of Kranji (it counts Sungei Buloh among its neighbours) that some of our mobile networks were struggling with data connection due to how close to the edge of the island we were.
Yet to see P.Up's van present here, charging up one of the EQBs for show, only serves to concretise the luminous benefits of the service: There is really nowhere on the island that is off limits for the anywhere-anytime charging proposition offered to customers by the vans.
Our two additional pit stops for the day: In Dempsey Hill, and in the Kranji Countryside
Surprisingly heartwarming: Stories given the time to shine
Arguably one of the highlights of Mission: Electric, however, is a surprising storytelling element that emerges at the two pitstops along the road trip.
At both locations, participants are invited to inhabit worlds in which, much like the EVs on the drive, a sustainability-focus undeniably enhances, rather than takes away from both the quality and uniqueness of the experience.
Functioning as quick intermissions that punctuate the flurry of activity and energy otherwise coursing through the programme schedule, the stories are brief, but still rich in detail.
Mr. Bucket's concoctions don't just boast unique twists in terms of flavour, but are all also made using regionally-sourced cacao
We associate chocolate-making with Western Europe, and cacao beans with Southern America or Western Africa - but Mr. Bucket Chocolaterie in Dempsey Hill is proudly local with a surprising regional focus. Its concoctions aren't just centred on unique flavours - some of them, hyper-local - but commit to ethical and sustainable sources with all its cacao sourced from Asia.
Likewise, Gardenasia, helmed by fourth-generation horticulture farmer, Kenny Eng, is dedicated to lifting up the communities supporting local agriculture.
Among the farm-to-table dishes you'll find on Bistro Gardenasia's menu (referring to food items that are made using locally-grown produce) are the Assam Mullet Fish Chowder, and Pan Seared Red Snapper Fillet
Mission: Electric's lunch menu is served at its in-house bistro - one of only a few names in Singapore to have been awarded the highest tier of recognition within the Singapore Food Agency's Farm-to-Table (FTT) Recognition Programme. Opt for the fish as your main course, and nearly the entire meal will comprise locally-sourced produce - right down to the gelato, which incorporates homegrown leafy vegetables. (On the note of the latter, one of the event's most intriguing missions is hidden here too.)
The backbone of any memorable road trip: Capable cars that can both soothe and entertain
Not forgetting the main stars - or Three-Pointed Stars
All this is not to say that Mission: Electric doesn't lose sight of its main stars: The cars.
Be strategic - and competitive to a certain degree too - and you'll get to experience the myriad in flavours of today's Mercedes-Benz EV lineup. Our overarching goal with the cars was breadth, and with a solid team in place (we benefitted from speed on multiple levels: The fastest (RC) race car driver, and the fastest fingers during Kahoot), arrived at our dream three-car selection.
The result? Getting the privilege of tasting the everyday versatility, refinement and seven-seater space of the EQB250+; the outrageous, nearly-unbelievable power and performance of the AMG-handled EQE53 SUV; and the quiet, confident luxury of the EQS450+ Sedan. All that in a single afternoon!
All smiles: Mission: Electric presents a masterfully-curated experience that doesn't just cast the spotlight on Mercedes-Benz's EVs, but also invites participants to see Singapore in a new light
One normally expects fatigue to follow in the footsteps of a packed itinerary - across the better part of at least five hours, in fact. But here, the result is converse. The often-frantic and fast-paced Singaporean mind is instead soothed, renewed and gently stretched as one leaves the event with much to ponder on.
Games are fun, and while much of Mission: Electric is premised on the idea of winning special prizes, it's clear Mercedes-Benz Singapore knows where the actual prize lies: In the experience of escaping our hyper-hectic urban stasis - and by doing so behind the wheel of some of the best EVs out there today, no less.
Here are a few other stories that may interest you!
Electric vehicles: Humans in the form of machines
Is the Mercedes S-Class as compelling as the all-electric EQS?
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