EMA winners: Best Brand Activation

GOLD winner Mercedes-Benz C-Class Taiwan Launch
Brand Mercedes-Benz Taiwan
Agency SMS Group

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

So SMS Group decided to pick up from the brand’s global ‘Never Stop Improving’ campaign to tap into the mindset of sportspeople, and the challenges that they face in their field. Instead of a one-night launch show for media and invited guests, the agency set up an experiential pop-up gym across Taiwan’s major cities.

In unexpected, super-central urban locations, they would approach target audiences at their usual hang-out spot and invite them to challenge themselves in various demanding sports activities. ‘The C-Class Sports Pop-Ups’ exceeded expectations, making the 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 generated.