The inheritance and creativity of Chinese culture – Maybach brand renewal campaign

Maybach is a high-end sub-brand of Mercedes-Benz in the ultra-luxury car market; China is Maybach's most successful market, and Maybach's brand achievements are closely related to the cultural confidence of the Chinese people.

Case details

Brand: Maybach

Brand owner: Mercedes-Benz

Main agency: BBDO Beijing Advertising Communication Co., Ltd.

Major agency holding group: Omnicom Group

Launched in: Mainland China

Industry: Automotive

Media channels:

Budget: 20-25 million

Case Summary

When the century-old Mercedes-Benz meets the thousand-year-old China, the cultural boundaries are constantly broken. China's rapid development and the progress of the times have made Mercedes-Benz actively think about new ways to cater to China's high-net-worth population. As the brand's luxury representative Maybach has gone through the seven-year itch and ushered in a new era, how to achieve...

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