Background

The Mercedes-Benz C-Class is the most sold car in Taiwan and its new model launch in September 2018 was the 5th generation. While over 60% of all parts are new with improved engines and new technologies build in, the car doesn't seem radically different from the previous predecessor. This car was the typical sedan driven by the previous generation. Now we had to catch the attention of a younger generation of social climbers and convincing them that the all new C-Class is better and improved in every aspect. We had to position it as better and sportier then before by bringing the global claim "Never Stop Improving" to life. We had a limited budget that allowed for a social video production to introduce the idea and some activation budget for the national launch events.

Describe the creative idea (40% of vote)

Our target audiences are young adults between 20-45 of age. They are sport lovers & self-achievers that are always eager to challenge themselves. We developed a challenge that required even experienced sportsmen to improve: A Three-Pointed-Star Court in the shape of our brand mark. In this court, one has to face two opponents and respond to their attacks. This battle challenges all of your abilities. In order to succeed you have to keep improving yourself by getting stronger, faster and better.

Describe the execution (40% of vote)

We created awareness of our campaign with an online video that presented our idea: three athletes competing in a Three-Pointed-Star table tennis game. This video was distributed on social networks for two weeks to gather prospects that would be invited to our events. In the video, we created a sleek, modern athletic look and choose a Mercedes-Benz highlight color blue for the table-tennis surface to increase contrast with the white brand mark. The video was edited with fast and dynamic cuts and lots of top-view angles to demonstrate the challenges in such a game. At the new C-Class launch events, we built Three-Pointed-Star Tennis courts with and Three-Pointed-Star Table Tennis courts. For the event documentation drone shots helped to demonstrate the thrilling battles on the Three-Pointed-Star courts. Over the course of 6 weeks the events were held in Taiwan's most populous cities Taipei, Taichung and Kaohsiung to cover the island.

List the results (20% of vote)

The new launch events were a huge success. During 3 events in Taipei, Taichung and Kaohsiung, the total number of participants reached 208,390. The Three-Pointed-Star Courts were experienced by 8,619 people. The event gained 133 media exposures and 680 social posts in total. This new launch event truly reflected the spirit of the Mercedes-Benz new C-Class, that is, to never stop improving. Young people saw their mindset of challenging and always pushing for improvement reflected and at the same time learned how the new C-Class became better in every way. The events caught wide attention among a younger generation and generated leads which eventually drove sales. The new C-Class is now perceived sportier and better then ever before.