Brief:

The Bangkok International Motor Show, Thailand's premier automotive event, draws millions yearly, eager to experience the exclusivity offered by luxury car brands. Mercedes-Benz, striving to lead the luxury segment, aims to broaden its audience reach.

Findings:

Our yearly observations and research at the Motor Expo led us to a significant question: Are we excluding anyone? The answer was clear: individuals with disabilities. Since 2003, Thai law has permitted people with disabilities, including those who are deaf, partially sighted in one eye, or have limb impairments, to drive. Many within this group have the means to purchase luxury vehicles. Yet, attending the event poses a considerable challenge for them, preventing access to the Motor Expo's exclusive promotional offers—offers that typically culminate on the event's final day.

“Future For All” embodies a transformative approach to luxury car experiences, pivoting from exclusivity to inclusivity. For the first time, we're deliberately designing for accessibility, making Mercedes-Benz the first luxury car brand to extend a bold welcome to all, including people with disabilities. This campaign marks a significant paradigm shift, broadening the definition of luxury to one that embraces every individual's right to participate fully and equally.

From our in-house consumer research among people with disabilities who drive and love cars, we found that their tension is not only about getting in and out the car in their regular usage, but also to visit each booth of car brands in motor expo event due to inconvenient booth design.

So, we would like to bring to life the new brand vision of Mercedes-Benz ‘Future For All’

that includes solving disparities in the Thai society.

This triggers us to come up with the creative strategy that is very simple yet impactful to all people, especially car lovers with disabilities. It is to redesign the Mercedes-Benz booth at Motor Expo with inclusive mindset, nullifying any obstacles of mobility from the entrance to browsing from one car model to another.

Our execution of “Future For All” isn’t just an initiative; it’s a revolution in inclusivity within the luxury automotive world. Mercedes-Benz has dismantled the barriers of traditional car showcases to welcome those who move through the world differently.

Implementation: A reimagined expo space with ramps and wide aisles for seamless wheelchair navigation.

Timeline: Meticulous months-long preparation to perfect every detail for universal access.

Placement & Scale: The heart of the expo floor demonstrates our commitment. Individuals with disabilities lead our promotion, becoming the face and voice of a brand that champions equality. Strategic partnerships with specialized media extend our invite to those historically overlooked, showcasing a Mercedes-Benz that designs with everyone in mind.

Mercedes-Benz is not just changing the game; we’re redefining luxury as truly inclusive.

This isn’t just a campaign. It's Mercedes-Benz setting a new industry standard—luxury is not luxury unless it’s inclusive.

The launch of "Future For All" didn’t just echo; it resonated across the industry, shattering expectations and setting new benchmarks:

Achieved a staggering 60 million in Free PR Value, marking the highest ever in Motor Expo history, spotlighting the brand as a beacon of progress.

Garnered an impressive 18.7 million impressions, indicating a massive wave of attention and approval.

Ascended to the top as the No.1 Best Selling Luxury Brand at the Expo, a testament to the campaign’s resonating power.

Witnessed a remarkable 25% surge in bookings from individuals with disabilities, underscoring the campaign's success in reaching a previously untapped demographic and fostering a deeper connection with the community.

These results don't just reflect numbers; they mark the start of an inclusive era where luxury meets accessibility, sparking a positive change that extends beyond the brand to touch lives and inspire the industry.