Product / ServiceTHE NEW A-CLASS.
CategoryG03. Single Market Campaign
EntrantBBDO TAIWAN Taipei City, TAIPEI
Idea Creation BBDO TAIWAN Taipei City, TAIPEI


Name Company Position
Martin Tsai BBDO TAIWAN Executive Creative Director
Juno Yeh BBDO TAIWAN Associate Creative Director
Jass Hung BBDO TAIWAN Copywriter
Avery Chiang BBDO TAIWAN Art Director
Kevin Ho BBDO TAIWAN Account Director
Roddy Hsieh BBDO TAIWAN Account Manager
Esther Hu BBDO TAIWAN Account Executive
Wei Mu BBDO TAIWAN Account Executive
Long Wong BBDO TAIWAN Account Director
Ethan Tsai BBDO TAIWAN Agency Producer

Why is this work relevant for Direct?

It's the first ever online car purchasing service provided by Mercedes-Benz


A-Class is the first Mercedes-Benz series using AI, which means it’s able to interact with the driver. Sadly, consumers in TW need to wait at least 6 months after its launch to get a chance to test drive the vehicle.

Describe the creative idea (30% of vote)

Therefore, we came up with the idea – “A-Class Text Test Drive”. Let consumers interact with our FB Chatbot to test drive A-Class virtually and learn the powerful AI features through a series of interesting interaction we developed.

Describe the strategy (20% of vote)

We decided to invite our consumers to experience the feature of A-Class and open the order service online for the first time.

Describe the execution (20% of vote)

During campaign period (Aug 29 2018 – Sep 24 2018 ), consumers can activate chatbot through Facebook posting and can also link to online order web page for them to make an order directly.

List the results (30% of vote)

Facing the difficulty of no vehicle for test drive in launch stage, “A-Class Text Test Drive” successfully created buzz and viral out, and even broke the fastest selling record of Mercedes-Benz in Taiwan. 48 Hours / 30 Sales

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

Due to the availability of actual product for test drive, we offer virtual test drive and online pre-sales service for consumer.


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