Mercedes-Benz: Love Night, Love More

Campaign Details

Brand Owner: Mercedes-Benz
Agency: Ogilvy & Mather Beijing
Brand: Mercedes-Benz
Country: China
Industry: Automotive
Channels Used: Live Event, PR, viral, word-of-mouth, microsite, online display

Executive Summary

This campaign was based around an innovative tech solution: an interactive 3D projection of a new Mercedes car, presented at a trade show. Using motion-sensors, the scenes of the people inside the car changed according to the movements of the observers. The car attracted mass interest at the show, and in the media.

Campaign background

In China, Mercedes-Benz has always stood for success and prestige.

But with the new 2012 B-Class, the brand wanted to be associated more with words like action and excitement.

They needed to be seen with younger people.

Insight and strategy