Situation: At the Motor Show 2024, Mercedes-Benz aimed to reclaim its prominence amidst stiff competition, particularly in the Luxury car category, and revitalise its market presence.

Brief: The campaign's goal was to draw significant attention and traffic to the Mercedes-Benz booth, with a special spotlight on the unveiling of the new GLC Coupé.

Objectives:

Enhance visitor engagement at the Mercedes-Benz booth.

Boost brand interaction and generate substantial leads.

The creative idea behind the 'Benz' Effect campaign was to celebrate and harness the unique cultural phenomenon in Thailand where many individuals are named 'Benz', inspired by the Mercedes-Benz brand. This campaign brought together people named 'Benz' from various backgrounds to share their personal stories and connections with the brand in a documentary format. By doing so, it transformed these individuals into influencers and storytellers for the brand. Each 'Benz' then spread their unique stories via social media, effectively making them ambassadors for Mercedes-Benz, and was given a personalised QR code to invite people in their networks to the Motor Show. The campaign not only highlighted the deep cultural ties between the brand and Thai society but also used these personal narratives to create a more authentic and engaging marketing approach, thereby elevating brand perception and community involvement without directly showcasing the products.

Conventionally, other automotive brands showcase new cars and innovations, often featuring booth models. Mercedes-Benz, however, leveraged the cultural connection with Thai people by gathering data on individuals named 'Benz' through social listening tools and personal networks. This revealed that focusing on the name 'Benz' effectively resonates with our main target audience, Generations X and Y, who not only commonly share this name but also possess significant purchasing power and are active on social media.

We invited individuals named 'Benz' to share their stories via and issued them personalised QR codes, serving primarily as invitations to the Motor Show and deepening engagement. Additional calls to action included registering for information, booking test drives, and requesting quotations. This innovative strategy disrupted the traditional Motor Show format, enhancing Mercedes-Benz’s presence with a more meaningful and impactful approach.

The 'Benz' Effect campaign began with a casting call that gathered many applications from individuals named 'Benz,' leading to 15 being featured in a documentary. This film kick-started the campaign in early March, building momentum towards the Motor Show on March 25. Following the film's release, additional Benzes were mobilised to share personalised QR codes and their stories online, enhancing reach and engagement on social media platforms. At the Motor Show, the campaign's visual impact peaked with artwork from Benz Bloody Hell Big Head, which adorned the new GLC Coupé and the booth. This nationwide online campaign reached over 3.6 million people, garnered more than 330,000 engagements, and achieved over 2 million views, effectively broadening the brand’s community and strengthening its cultural ties within Thailand.

Mercedes-Benz topped luxury car sales at Motor Show 2024, achieving the highest figures in three years and generating 500% more leads than in 2023. Our film garnered more than 2 million views in just two days and led to more than 31K Benzes being tagged. The campaign reached over 3.6 million people, with more than 330,000 engagements and generated 50 million baht in total earned media. This strategic approach led to a significant increase in engagement with brand content, as individuals praised Mercedes-Benz for prioritising personal connections over traditional car advertising. Consumers appreciated the innovative campaign, particularly its focus on cultural connections through naming, which resonated deeply. This led to more personal stories being shared, enhancing the brand's image as rich in heritage and culturally connected. The campaign's success is reflected in its ability to shift consumer behaviour and dramatically improve brand perception.