|Title||A CLASS TEXT TEST DRIVE|
|Product / Service||THE NEW A-CLASS.|
|Category||G03. Single Market Campaign|
|Entrant||BBDO TAIWAN Taipei City, TAIPEI|
|Idea Creation||BBDO TAIWAN Taipei City, TAIPEI|
|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|
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.
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.
We decided to invite our consumers to experience the feature of A-Class and open the order service online for the first time.
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.
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
Due to the availability of actual product for test drive, we offer virtual test drive and online pre-sales service for consumer.