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The AutoBeltrán dealership façade at night, with the sign lit, a red carpet and guests at the entrance
Front of the new Mercedes-Benz CLA with its star grille lit and the LG Barcelona number plate, in a room bathed in red light

AutoBeltrán · LG Barcelona: fifteen years of branding, campaigns and launches with Barcelona’s Mercedes-Benz dealer

Barcelona’s Mercedes-Benz dealer changed its name. The agency stayed by its side.

Client
AutoBeltrán · LG Barcelona
Period
2010–2025
Services
Brand, campaigns, social media, point of sale and events
Studio
Mariona Agency, Barcelona

01Specifications

Fifteen years with the same house.

From 2010 to 2025, Mariona Agency, the strategic and creative agency from Barcelona, was the agency for AutoBeltrán, an official Mercedes-Benz dealer in Barcelona, and later for LG Barcelona: the brand, the campaigns, social media, the point of sale and, above all, the arrival of every new model.

A relationship measured the way you measure a car: by its specs.

Years together
+152010–2025
Work
nearly 800From the business card to the façade
Launches and openings
+25From the 2013 CLA to the 2025 CLA
Guests in one night
1,500E-Class, Hotel Hilton Diagonal Mar, 2016
Names
2AutoBeltrán and, since 2022, LG Barcelona

02Launches

Every new model, a different night.

A launch comes down to a single second: the moment the cover falls. Everything else is designed to lead up to it.

More than 25 launches and openings for AutoBeltrán and LG Barcelona, each with its own venue, its own show and its own audience. Ten of them, from 2013 to 2018.

Guests around the white Mercedes-Benz CLA with its doors open, under blue light, at the 2013 launch
CLA 2013 · Sotavento nightclub A show inspired by the wind, for the most aerodynamic car of its day.
The Mercedes-Benz star on the bonnet of the new S-Class, with the Sant Gervasi showroom in the background
S-Class 2013 · Sant Gervasi dealership 150 businesspeople, a chef’s dinner and wines from a boutique winery, around the brand’s flagship saloon.
A dance couple on stage beside a Mercedes-Benz, under violet light, at the GLA and C-Class launch
GLA 2014 · Opium Mar club More than 1,400 guests for the GLA and the new C-Class, with dance and live music.
A Mercedes-Benz convertible having its red cover pulled off, beneath the AMG sign, at the opening of the Performance Center
AMG 2014 · Performance Center The opening of Spain’s first AMG Performance Center.
A red smart with its headlights on, on the dance floor at Pacha Barcelona, among guests and balloons
smart 2014 · Pacha Barcelona The new fortwo and forfour, on the dance floor, among the dancers.
The GLE Coupé under an illuminated cover on a floating platform in the harbour, at night
GLE Coupé 2015 · One Ocean Club 1,200 guests. The car arrived by water, on a floating platform.
The new E-Class suspended from a crane above the terrace of the Hotel Hilton Diagonal Mar, amid beams of light and smoke
E-Class 2016 · Hotel Hilton Diagonal Mar 1,500 guests. The car came down from the sky, hanging from a crane.
The white GLC Coupé in front of a cinema-style sign announcing the opening, on a street at night
GLC Coupé 2016 · Sant Gervasi The model’s premiere and the dealership’s reopening, on the same night and up in lights.
The new CLS under a red cover in the showroom, with the illuminated AutoBeltrán sign in the background
CLS 2018 · Sant Gervasi The red cover, beneath the name of the house.
The new red A-Class on stage at the Hotel Sofia, with a screen behind it and spotlights
A-Class 2018 · Hotel Sofia The A-Class that responded to your voice, launched with a show and live music.

03Red Days · 2014 and 2015

Three days in red.

Three days of exclusive discounts on cars in stock. The campaign turned the dealership’s façade into a black-and-white op-art piece, with the red of Red Days, and carried on across the columns, the leaflets and the press.

A dealer promotion staged like an installation: impossible to walk past without looking.

The dealership façade dressed in the Red Days campaign: black-and-white stripes and red circles
A car park column wrapped in the Red Days campaign
The dealership doors with the Red Days op-art and the circle announcing three days of discounts
The dealership windows with the Red Days graphics in red
Red Days leaflets on a table, with the op-art and the red circles
A Red Days press advert, with a Mercedes-Benz beneath the red lettering

04Social media

Two smart cars, dressed to go out.

The smart, in the hands of the trendsetters. Two influencer campaigns that turned the car into a fashion statement: a bridal-wear label and the city’s Instagram bloggers.

AutoBeltrán InfluencersJordi Dalmau Novias

With Jordi Dalmau, the bridal-wear label, a smart was dressed in lace: from the sketches to the car, and from the car to the coast and the mountains.

AutoBeltrán Influencers artwork with Jordi Dalmau Novias on a lace background
The lace-dressed smart at a viewpoint above the sea at sunset
The hand-drawn sketches of the lace-dressed smart
At the wheel of the smart, its bonnet drawn with lace
The lace-dressed smart seen by drone at a mountain viewpoint

New smart launchBlogger Fashion smart

For the launch of the new smart: a competition, Barcelona’s fashion Instagram bloggers and the Santa Eulalia store as the starting point. The campaign became a case study that smart later adopted across Spain.

A white smart wrapped with the pink heart of Blogger Fashion smart by AutoBeltrán
The Blogger Fashion smart outside the Santa Eulalia store in Barcelona
Detail of the smart’s door with the pink heart and the Blogger Fashion smart drawings
Fashion drawings on the smart’s rear window, outside Santa Eulalia

05The name change

A new name, the same house.

  1. 2020–2021

    The logo

    The redesign of the AutoBeltrán logo, in two phases, and its adaptation to the LG group, which had bought the company, with the official version for the Mercedes-Benz network.

  2. December 2021

    The video

    Telling the staff first and then the customers: a two-minute video for the team, a version for the public and a 20-second spot for TV3.

  3. 2022

    The street

    The new name on everything the customer touches: business cards, bags, number plate surrounds, flybanners, door vinyls, car livery, signage and window displays. And at every event since.

A stage with the LG Barcelona logo on screen and the audience in shadow

06LG Barcelona · 2022–2025

The same rhythm, under a new name.

With LG Barcelona: launches, the electric convoy, Spain’s first Mercedes-Benz Boutique, the brand’s pit garage at the Circuit de Catalunya, Dreamer and the new CLA.

The name on the door changed. The way of presenting a car did not.

2022

EQE

IMO, Barcelona · 200 guests

The white cover under the canopy and, beneath it, the new electric saloon.

The blue EQE, now unveiled, beneath the IMO canopy, surrounded by guests The new EQE under a white cover beneath the IMO canopy, with guests around it
2022

Electric convoy

Mercedes-EQ · Barcelona

The electric range, liveried and out on the street: a video to tell its story on social media.

2022

GLC

LG Barcelona · 180 guests

The brand’s best-selling model, unveiled at home.

The new grey GLC in the LG Barcelona showroom, with the presenter and the audience
2023

Mercedes-Benz Boutique

The first in Spain · more than 200 guests

A store concept that until then existed only in Germany, opened with a show.

Dancers beside a Mercedes-Benz under red light and the LG Barcelona photocall, at the opening of the Boutique
The Mercedes-Benz Boutique window on opening night, with a red carpet
2025

Dreamer

From Castelldefels to Cavas Vilarnau

A day at the wheel of the electrified range and the Mercedes-AMG models, from the welcome to lunch in the Penedès.

The Mercedes-Benz range lined up in Castelldefels before setting off for Cavas Vilarnau
Dreamer passes on a table, with the Mercedes-Benz lanyard
2025

CLA

LG Barcelona

The new electric CLA, unveiled to the sound of an LED violin.

The new red CLA, just unveiled, with the violinist and the CLA letters in LG Barcelona’s red room

Fifteen years on, the cars still arrive under a cover. And someone has to decide how it falls.

The new CLA on the LG Barcelona red carpet, with the guests behind

The project

The challenge

An official Mercedes-Benz dealer with several sites in Barcelona, one launch after another and a brand that had to sound the same on the street, in the window, on social media and at every launch. And, in 2021, a change of owner and of name.

The approach

One team for everything: brand, campaigns, social media, point of sale and events. Every new model with its own venue and its own show; every campaign designed for the façade and for the press; and the new name, told to the staff first.

The result

Nearly 800 projects between 2010 and 2025 and more than 25 launches and openings: the E-Class hanging from a crane in front of 1,500 guests, the GLE Coupé arriving by water, Spain’s first Mercedes-Benz Boutique and the new CLA under the LG Barcelona name.

Client
AutoBeltrán, official Mercedes-Benz dealer in Barcelona; since 2022, LG Barcelona
Sector
Automotive · Mercedes-Benz and smart
Period
2010–2025
Services
Rebranding and visual identity, campaigns, social media and influencers, window displays and point of sale, vehicle livery, video, product launches, openings and event production
Locations
Dealerships in Bonanova, Mitre, Sant Gervasi and Castelldefels; Hotel Hilton Diagonal Mar, One Ocean Club, Pacha, Opium Mar, Sotavento, Hotel Sofia, IMO and Cavas Vilarnau
Agency
Mariona Agency, Barcelona

Frequently asked questions

What did Mariona Agency do for AutoBeltrán and LG Barcelona?

From 2010 to 2025, Mariona Agency, the strategic and creative agency from Barcelona, handled the brand, campaigns, social media, point of sale and events for AutoBeltrán, an official Mercedes-Benz dealer in Barcelona, and for LG Barcelona after the change of name: nearly 800 projects, including more than 25 launches and openings.

How was the name change from AutoBeltrán to LG Barcelona communicated?

With a two-minute video for the staff, a version for the public and a 20-second spot for TV3, in December 2021, and with the new name on business cards, bags, number plate surrounds, flybanners, vinyls, vehicle livery, signage and window displays.

Which Mercedes-Benz launches has Mariona Agency produced in Barcelona?

Among others: the CLA at the Sotavento nightclub (2013), the S-Class in Sant Gervasi (2013), the GLA at Opium Mar (2014), the smart at Pacha (2014), the GLE Coupé at One Ocean Club (2015), the E-Class at the Hotel Hilton Diagonal Mar in front of 1,500 guests (2016), the A-Class at the Hotel Sofia (2018), the EQE at IMO (2022), Spain’s first Mercedes-Benz Boutique (2023) and the new CLA (2025).

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