IMAGINE THE WORLD WITHOUT AN INNOVATION

TitleIMAGINE THE WORLD WITHOUT AN INNOVATION
BrandMERCEDES-BENZ (THAILAND)
Product / ServiceAUTOMOBILE
CategoryA01. Event & Field Marketing
EntrantLOWE Bangkok, THAILAND
Entrant Company:LOWE Bangkok, THAILAND
Sales Promotion/Advertising Agency:LOWE Bangkok, THAILAND

Credits

Name Company Position
POM CHAIYAPORN LOWE CCO
Chalit Manuyakorn LOWE Creative Director
Guthan Suthiphongchai LOWE Creative Director & Art Director
Weerawat Weerawatanakorn LOWE Associate Director
Wanna-u-pa Mungmisri LOWE Copywriter
Boonchai Suksuriyayothin LOWE Planner
Ampai Pakprithad LOWE Associate Director
Chidlada Gabites LOWE Account Manager

The Brief

In 2011, Mercedes-Benz would like to celebrate its 125 years of innovation. The brief was to engage consumers in the Thailand’s biggest automobile event, Bangkok International Motor show where most brands used to attract male consumers with sexy pretties

Describe how the promotion developed from concept to implementation

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Describe the success of the promotion with both client and consumer including some quantifiable results

Mercedes-Benz showed its leadership to the whole industry and 1.8 million people who went to Motor show. It generated 10 million baht worth of free media. We were the top selling premium cars in the event, with 1,035 units sold. But more importantly, we have changed the way the motor show should be.

Explain why the method of promotion was most relevant to the product or service

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