CASE STUDY: Mercedes-Benz Taiwan chases sales with ‘You’re really Mercedes’

Background

Mercedes-Benz is under the pressure of reaching its target of double-digit sales by the end of the year. In addition, the seventh month of each year in the lunar calendar (which spans July and August) is known as the 'ghost month.' The Taiwanese tradition does not appropriate people to purchase new personal properties. This traditional leads to zero sales for an entire month.

Aim

Mercedes-Benz and Ogilvy & Mather Taipei aims to stimulate sales before the ghost month starts with a brand acquisition program.

Execution

The television and print commercials for the 2010 brand acquisition campaign aims to motivate potential buyers considering a new car. The creative executions tell consumers to stop waiting and take action right away.

The campaign titled ‘You’re really Mercedes’ includes a TVC featuring a car owner driving past a Mercedes, unable to stop looking. He positions his car next to the Mercedes and pretends to drive it. The Mercedes then becomes his and the voiceover confirms, "Mercedes-Benz does suit you well".

The print ad also portrays a passerby reflecting his image onto a parked Mercedes.

Result

The branding project was aired on 9 July. By 16 July, 42 per cent of people that came into the Mercedes showroom were driven by the campaign and purchased a vehicle. 75 per cent of these clients were from competitive brands.

Overall sales grew 25 per cent within less than a month following the campaign launch, compared to 0.3 per cent for the same period last year.

Credits:
Project 2010 brand acquisition campaign
Client Mercedes-Benz Taiwan
Creative agency Ogilvy & Mather, Taipei
Executive creative director Jennifer Hu
Group creative director Kenny Chian
Art directors Leah Chen, Vincent Hsu
Copywriter Justin Chia
Senior producer Abby Ku
Vice president FY Lu
Associate account director YC Chao (Jack)
Account executive Rita Yang
Director Nick Lim
Production company Off Lo Hi
Exposure Television, print