Mercedes-Benz Promo, Design & Branding, Case study IMAGINE THE WORLD WITHOUT INNOVATION by Lowe Bangkok

Adsarchive » Promo , Design & Branding , Case study » Mercedes-Benz » IMAGINE THE WORLD WITHOUT INNOVATION

IMAGINE THE WORLD WITHOUT INNOVATION

Pin to Collection
Add a note
Industry Cars
Media Promo & PR, Design & Branding, Case study
Market Thailand
Agency Lowe Bangkok
Creative Director Chalit Manuyakorn
Art Director Ekaroon Laowatanakul
Copywriter Wanna-U-Pa Mungmisri
Producer Kuntaros Wiwan
Released March 2011

Credits & Description

Category: Automotive and Transport
Advertiser: MERCEDES-BENZ
Product/Service: AUTOMOBILE
Chief Creative Officer: Pom Chaiyaporn (Lowe)
Creative Director: Chalit Manuyakorn (Lowe)
Creative Director/Art Director: Guthan Suthiphongchai (Lowe)
Associate Director: Weerawat Weerawatanakorn (Lowe)
Copywriter: Wanna-u-pa Mungmisri (Lowe)
Planner: Boonchai Suksuriyayothin (Lowe)
Associate Director: Ampai Pakprithad (Lowe)
Account Manager: Chidlada Gabites (Lowe)
Art Director: Ekaroon Laowatanakul (Lowe)
Producer: Kuntaros Wiwan (Lowe)
Media placement: Augmented Reality Show - Bangkok International Mortor Show - 25/03/11
Summary of the Campaign
In 2011, to celebrate 125 years of Mercedes-Benz’s innovation, as a true innovator, we used an innovative way to tell a story with the first ever use of augmented reality and we asked one simple question; ‘What if?’
Imagine the world without an innovator; without the first car, without a durable car, without ABS, or without a fuel saving car. Our goal was to engage consumers in an innovative way at Thailand’s biggest automobile event; Bangkok International Motor show, where other brands aim to attract male consumers with attractive women.
1.8million people came to the motor show and saw things differently. The campaign generated 10 million baht worth of free media. As a result; 1035 cars were sold at the show and more importantly we have changed the way the motor show should be.
The Situation
In 2011, to celebrate 125 years of Mercedes-Benz’s innovation, as a true innovator, we used an innovative way to tell a story with the first ever use of augmented reality and we asked one simple question; ‘What if?’
We wanted consumers to imagine the world without an innovator, without the first car, without a durable car, without ABS or without a fuel saving car.
The Goal
Our goal was to engage consumers in an innovative way at Thailand’s biggest automobile event; Bangkok International Motor show, where other brands aim to attract male consumers with attractive women.
The Strategy
We wanted to use an innovative way to tell a story with the first ever use of augmented reality. This would make people at the motor show imagine what it would be like if we had no cars at all, or any other innovation; without an ABS, without a durable car, without a fuel-saving car; what would the world become?
Execution
As a true innovator, we told the story in an innovative way, by creating the first augmented reality at the Bangkok International Motor show. We used a simple question "What would the world be without Mr. Carl Benz, the man who invented the first automobile?" then displayed the history of cars using computer generated graphics, creating the first augmented reality.
Documented Results
Mercedes-Benz showed its leadership to the whole industry with 1.8 million people attending the motor show and saw things differently. The campaign generated 10 million baht worth of free media. As a result, we were the top selling premium cars in the event, with 1,035 units sold and more importantly, we have changed the way the motor show should be.
We were the top selling premium cars in the event, with 1,035 units sold. But more importantly, we have changed the way the motor show should be.