Product / ServiceC-CLASS
CategoryA05. Automotive


Name Company Position
Murphy Chou Leo Burnett Taiwan Chief Creative Officer
Ed Hsieh Leo Burnett Taiwan Creative Director
Murphy Chou Leo Burnett Taiwan Copywriter
Ed Hsieh Leo Burnett Taiwan Copywriter
Matilda Liao Leo Burnett Taiwan Copywriter
Kenji Ho Leo Burnett Taiwan Art Director
Sam Hsu Leo Burnett Taiwan Art Director
Sylvia Cheng Leo Burnett Taiwan Business Director
Hugo Chou Leo Burnett Taiwan Business Director
Paul Lee Leo Burnett Taiwan Senior Account Director
Alex Shih Leo Burnett Taiwan Account Manager
Arnold Chen Leo Burnett Taiwan Account Executive
Daniel Feucht Leo Burnett Taiwan Strategy Lead
Wayne Deng Leo Burnett Taiwan Data Manager

Why is this work relevant for Direct?

We created awareness for a challenge in social networks asking friends to invite their friends to participate in this unique challenge. Prospects then got invited to join our events and compete with each other.


The C-Class is Mercedes-Benz bestselling car and as such not perceived as a novelty. For many young people it’s perceived as the standard sedan the previous generation was driving. On top of that, the new car didn't seem to have changed much by the first look - however over 60% of all parts are new and the product got improved in every way. The client tasked us to catch the attention of a younger generation and let them know that the new C-Class is sportier and better than ever. We had to bring the slogan "Never Stop Improving" to life, get people to show interest and join our launch events to see the new car.

Describe the creative idea (30% of vote)

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 strategy (20% of vote)

Our target audiences are young adults between 25-45 years of age. They are sport lovers & self-achievers that are always eager to challenge themselves. We created awareness of our campaign with an online video distributed in social networks. We asked fans to tag their friends they want to challenge for such a game on our Three-Pointed-Star courts and subsequently invited prospects to join our events. Prospect data was gathered and shared with dealers to track leads and drive sales.

Describe the execution (20% of vote)

In an online video, we presented the idea showing three athletes competing against each other in a Three-Pointed-Star table tennis game. This video was distributed on social networks for two weeks to create awareness and get people to join our events. At the new C-Class launch events, we built Three-Pointed-Star Tennis courts and Three-Pointed-Star Table Tennis 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 (30% 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 than ever before.