Title | MERCEDES-BENZ C-CLASS GRAND EDITION RUN-OUT CAMPAIGN - HUTONG |
Brand | BEIJING MERCEDES-BENZ SALES SERVICE |
Product / Service | C-CLASS GRAND EDITION |
Category | A08. Cars & Automotive Services |
Entrant | JUNG VON MATT/TONGHUI Beijing, CHINA |
Entrant Company | JUNG VON MATT/TONGHUI Beijing, CHINA |
Advertising Agency | JUNG VON MATT/TONGHUI Beijing, CHINA |
Production Company | HELICON STUDIOS Beijing, CHINA |
Name | Company | Position |
---|---|---|
Nuno Wu | Jung Von Matt/Tonghui | Executive Creative Director |
Jan Hendrik Ott | Jung Von Matt/Tonghui | Creative Director |
Martin Gruenhoff | Jung Von Matt/Tonghui | Creative Director |
Rex Rui | Jung Von Matt/Tonghui | Art Director |
Ziqi Zhao | Jung Von Matt/Tonghui | Copywriter |
Xiaoyang Chu | Jung Von Matt/Tonghui | Copywriter |
Yoyo Cui | Jung Von Matt/Tonghui | Account Director |
Qianwen Deng | Jung Von Matt/Tonghui | Account Manager |
Rain Lee | Jung Von Matt/Tonghui | Account Manager |
Xuejiao Song | Jung Von Matt/Tonghui | Account Supervisor |
Peng Chen | Jung Von Matt/Tonghui | Agency Producer |
Cathy Song | Jung Von Matt/Tonghui | Planner |
Tactical campaigns often don't go much further than highlighting the offer without any creative idea. We convinced our client to take a different approach: since this campaign will have its main focus on the internet, we needed more than just a big price tag. We wanted to show the benefit – to buy a brand new Mercedes C-Class for these once in a lifetime conditions – in a fun and creative way. Therefore we created 4 videos, three of them showing historic events everyone knows and one modern situation related to a very relevant topic in today's China. All four situations show people who missed once in a lifetime opportunities, hence telling the audience: Don't miss yours - the C-Class Grand Edition. Unlike other tactical campaigns this campaign went beyond showing an offer in as-big-letters-as-possible. Instead we created a fun campaign that was very well received, featured in blogs/websites and even passed on by the audience.