Mercedes-Benz: AMG A 35 – Like a Mercedes A 35

Julia Zhu, Samuel Hun

Car manufacturer, Mercedes-AMG, gained awareness for its under-recognised A 35 model through a pop music collaboration with Douyin in China.

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...

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