Mercedes-Benz: smart – from buzz to buy
Campaign Duration: 6-30 September, 2010
Product category: Premium small car
Cost of Campaign: US$250,000-US$499,999
As part of smart's 'The art of being smart' communications platform, Mercedes-Benz China was looking for an innovative and exciting way to stimulate sales of the smart microcar brand towards the end of 2010. Rapid results were necessary as there were only three months before year-end. Although awareness of smart was relatively high, it was just not converting into sales. A solution was needed that would break down the barriers to purchase and deliver a direct impact on sales.
Smart did this by partnering with Taobao.com, China's largest e-commerce platform, and put its cars up for a 'group buy' opportunity: the first 200 people to sign up were able to purchase a smart car for 23% off its retail price.