Campaign details
Brand: Mercedes-BenzBrand owner: Mercedes-BenzLead agency: Wavemaker ChinaCountry: China (Mainland)Industries: Luxury automotiveMedia channels: Merchandise & free gifts, Online video, Social mediaBudget: 500k - 1 million
Executive summary
Faced with a relatively low product awareness and the need to cut through the automobile clutter, AMG A 35 successfully opened up product awareness and garnered preference from young consumers in through Pop music & MV cooperation with Douyin (Chinese version of Tik Tok) and the launch of Douyin challenge.
The most representative performance car brand "Mercedes-AMG" launched its...