Mercedes-Benz China: Smart engagement

Thomas Nolsoee
MEC China

Mercedes-Benz in China achieved sales conversions for its Smart marque by auctioning cars on China's eBay, Taobao.com, to stimulate impulse buying.

There was a time when planning was simple and marketers knew that buying exposure would lead to awareness, interest, desire and finally action. It was mostly a matter of the quality of message and placement that determined the campaign effect and having a high share-of-voice meant getting a high share-of-mind.

If you are in a developing market this is still true, to some extent, as your strategy is all about penetration, distribution and developing needs which weren't there before. In China, 80% of car purchases are made by first-time buyers and the penetration of deodorants is only around 6% so the main communication task is to raise awareness.