Mercedes Benz: Saying no to sleaze
Pradon Sirakovit and Ketaki Cadambi
Campaign details
Brand owner: Mercedes Benz Thailand LtdBrand: Mercedes BenzAgency: Lowe & Partners, ThailandCountry: ThailandChannels used: Events and experiential, Public relationsMedia budget: Up to 500k
Executive summary
This is a case about refusing to adhere to the norm. About choosing to swim upstream, rather than go with the flow.
In 2011, Mercedes Benz wanted to celebrate its 125th anniversary at the Bangkok International Motor Show (BIMS). But, regrettably, the auto industry in Thailand uses sexy women to sell...