Why is this work relevant for Brand Experience & Activation ?

Firstly, we brought an abstract idea to life by letting people experience it first-hand. Secondly, we did so in a way none of our competitors can do, embedding the brand icon into our experience, which made it truly a brand experience.

Background

The C-Class is Mercedes-Benz best-selling car in Taiwan and as such not perceived as a novelty. For many young people its perceived as the standard sedan the previous generation was driving. On top of that the new car didn't seem to have changed much compared to the previous model 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 now sportier and better than ever. We had to bring the slogan "Never Stop Improving" to life, get social climbers to resonate with this claim and join our launch events to see the new car.

Describe the creative idea (20% 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 and subsequently invited prospects to join our events to experience the courts and share their experience with peers.

Describe the execution (30% of vote)

In an online video we presented the idea showing 3 athletes competing against each other in a Three-Pointed-Star table tennis game. This video was distributed on social networks for 2 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.