An already popular brand worldwide, this project was focused on helping the brand broaden Asia’s respect for Mercedes-Benz.
For years, Asians have embraced the brand and its lofty aristocratic pedigree, and the bonding with the brand and successful Asians has strengthened from year to year.
However, the market was not aware of how young and sporty the brand could be.
Looking ahead, the client wanted to broaden the brand’s appeal and add value in terms of connection with new consumers—young motorists and career women.
In a letter to the agency, the client noted: “This campaign reflected the soul, personality, and driving spirit of Mercedes. Sales of the brand are significantly positive”.
Unfortunately, no numbers were provided.