The luxury automotive landscape in China is undergoing a transformative shift with the emergence of a new class of ultra-high-net-worth individuals, a discerning group seeking elevated experiences. However, this rise in demand presents a formidable challenge: re-energizing the waning desire for ultra-luxury cars.

Against the backdrop of a post-lockdown world, where the importance of cultural enjoyment has intensified in a slowed economy, China's ultra-luxury car market has experienced a significant slowdown. Insurance figures show that the sales volume of super luxury cars in mainland China totalled 8,665 vehicles in 2022, an 8.0% year-on-year increase. In comparison, the growth rate was significantly higher in 2021 (31.8%) and 2020 (14.9%).

Within this context, Mercedes-AMG developed two objectives for the campaign:

1) Stimulate the audience’s desire for Mercedes-AMG, and strengthen the brand’s position as the top choice for luxury sports cars

2) Increase overall brand awareness among the wider public and UHNW individuals

Following lockdowns, people in China craved fun cultural immersion and urban explorations. As a result, city walks have become mainstream. Chinese social media platform Xiaohongshu ranked “city walk” fifth among its “Top 10 Lifestyle Trends of 2022”. Art, with its ability to evoke emotions and provoke thought, also experienced a surge in popularity post pandemic.

Given the growing appreciation for art and urban exploration, Mercedes-AMG sought to combine the two trends in an experiential campaign that would captivate people’s attention and create social buzz.

The outcome materialized as a large scale art installation that unfolded across Shanghai. The digital art installation was created using cutting-edge AI technology to craft an immersive visual experience that shows off the striking appearance and powerful performance of the Mercedes-AMG SL 63 4MATIC+, positioning Mercedes-AMG as a facilitator of meaningful and culturally relevant encounters that caters to UHNW individuals and the wider community.

Mercedes-AMG made the strategic decision to launch the campaign in November to leverage the momentum of Shanghai art season, during which there is a heightened focus on art-related activities. The installation, designed in collaboration with the best domestic artists, was placed at popular high-end shopping centres in Shanghai. Simultaneously, the campaign aimed to drive organic social media content through visually aesthetic art and strategic partnerships.

In addition to the art installation, Mercedes-AMG teamed up with social media platforms Xiaohongshu, Weibo, and Meta Media to create and operate the topic #DefiningTheClass# on Weibo and Xiaohongshu, sharing content related to art aesthetics, and launching a social sharing activity titled "Searching for Art Shadows" where participants shared their encounters with the Mercedes-AMG SL during the MMAF Arts Festival. By gamifying the experience, Mercedes-AMG was able to increase user participation and amplify the reach of the installation, expanding Mercedes-AMG’ audience beyond luxury car enthusiasts.

Mercedes-AMG collaborated with renowned artists including the visual effects director for the Beijing Winter Olympics’ opening ceremony, Cao Yuxi, musician, Liu Xiaojiang and architect, Zhang Shuojiong, to create the “Flux in Speed” digital art installation. Inspired by the concepts of "meta” and “circles" to signify the classic perfection of the brand, the surging purrs of the Mercedes-AMG are integrated into electronic music, while imagery of fluid particles are projected onto the car and surrounding LED screens, moving in time with the music. The result is a dynamic immersive experience akin to a car race.

To strengthen its position as an active player in the luxury space, Mercedes-AMG also partnered with Chinese media art group Meta Media to launch the first MMAF Art Festival, collaborating with several luxury brands to set up 30 exhibitions at Taikoo Li Qiantan, a high-end shopping mall, one of which was the “Flux in Speed” installation.

As a result of the installation’s stunning visuals created with the use of AI technology and avant-garde features, "Art Shadows – A November Shanghai Art Guide" by Meta Media recommended the Mercedes-AMG “Flux in Speed” installation as part of the Shanghai Art Season city walk, inspiring many people to visit the installation and share images of the car during their city walk route.

Mercedes-AMG’ “Flux in Speed” digital art installation soon became one of the most popular art landmarks in Shanghai Art Season and a checking point on social media, attended by over 74,000 people, leading to more than 6300 vehicle purchase inquiries in the following four months.

The campaign was also widely covered on social media, with over 447,000 pieces of user generated content sharing the installation, generating more than 163.8 million impressions.