Award: CAMPAIGN CATEGORIES \ C06. Best Creative Idea

When Mercedes-Benz wanted to launch the new C-Class in the Taiwan market they were facing a problem: As one of the longest running models of Mercedes-Benz’ car line-up and a mid-sized sedan, the car wouldn’t naturally speak to the next generation of buyers, the so important 25-35 year-old social climbers.

Picking up the global campaign “Never Stop Improving.” and playing on the mindset of sportspeople which, even-though at the top of their game, constantly have to keep challenging themselves to stay ahead, they created the concept “Challenge everywhere” and disrupted the conventions of car launches: instead of a one-night launch show for media and invited guests, they envisioned setting up experiential pop-up gyms, ‘The C-Class Sports Pop-Ups’ in Taiwan’s major cities.

In unexpected, super-central urban locations, they would come up-close to the target audiences, invading their usual hang-out areas and inviting them and the general public to challenge and improve themselves in various demanding sports activities. ‘The C-Class Sports Pop-Ups’ exceeded all expectations in terms of exposure and public reception, making the Mercedes-Benz C-Class Taiwan Launch the most successful marketing activity in the brand’s history in terms of public exposure (visitor and viewer numbers) as well as PR value created.