Media Lions 2007
No Award
Use of Mixed Media
GUIDING STAR
DAIMLERCHRYSLER
MERCEDES-BENZ
Advertising Agency: OGILVY & MATHER ADVERTISING TAIWAN, Taipei,
Taipei, CHINESE TAIPEI, CHINESE TAIPEI
Date Of 1st Implementation: 14/11/2006
Vince Cheng Mediaedge:cia Taiwan Managing Director
Vivia Wang Mediaedge:cia Taiwan General Manager
Karen Chen Mediaedge:cia Taiwan Business Supervisor
Janet Cheng Mediaedge:cia Taiwan Business Manager
Gaven Lai Mediaedge:cia Taiwan Associate Business Manager
Calvin Tsai Mediaedge:cia Taiwan Associate Business Manager
Type of Media Date of 1st Implementation Media Placement
Tv News (crop Circle) 14 Nov 2006 2+ News Channels
Tvc 15-30 Nov 2006 30+ Tv Channels
News Paper (crop Circle) 14 Nov 2006 China Times
Internet (crop Circle) 14 -18 Nov 2006 Et Today
Internet Activity/ads Nov 15 - Dec 17 2006 Pc Home, Yahoo!, Et Today
Most Asians perceive Mercedes-Benz as a symbol of prestige, heritage and associate it as a “daddy’s car”. The younger generation finds it difficult to relate to the brand on a deeper level. However, research shows contemporary young Taiwanese possess a strong, positive and nostalgic liking for the famous Mercedes-Benz’s star logo.
Thus, we created a campaign that presented the star logo in witty, unexpected and stylish ways, piquing the audience’s interest and allowing them to relate to the brand in a more personal manner. We also showcased intriguing stories on the innovation and technology behind the symbol.
Mercedes-Benz has always been traditional in their communications. Here, the executions were more surprising and fun. Contrary to category norms, the focus wasn’t on the car.
Our film (TV and online) features a boy trying to manoeuvre his pedal-car against a Mercedes-Benz Star. In print, readers read about a “real” crop-circle shaped like a Mercedes-Benz Star. Online users navigated the website through the Star. In every channel consumers were surprised by such unusual executions from Mercedes-Benz.
The Star crop-circle display that “appeared” in Taiwan’s countryside made front-page news. Curious readers called in to discover the location of this “phenomenon”. Local TV channels competed to locate the site, making good viewing as they sought help from farmers and policemen. Online links took intrigued people to the Mercedes-Benz’s 120th anniversary site.
Traffic on site was then directed to contests and engagements. Commercials focussing on “Star Nostalgia” went on-air and online, driving emotional engagement.
TV and other media publicity about the crop-circle generated over $250,000 in PR value. 80,000 visited the website and 2,500 entered the competition. Brand awareness overtook our nearest rival by 20%, preference rose by 24%. Sales increased 6% against targets, while the luxury car market dropped 8%. Dad’s car was reinvented.
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