Cars & Automotive Services

The Shortlist
CAMPAIGN
Mazda Challenger Campaign
AGENCY
J. Walter Thompson Taipei
CLIENT
Mazda
BRAND
MAZDA
DETAILS
Mazda has a clear brand idea – defy convention. In Taiwan, Mazda’s marketing communication strategy places heavy focus on communicating the brand’s values, aiming to drive sales by building deep emotional connections between the brand and consumers.  
 
While the 2014 brand campaign, featuring American Olympic high jumper Dick Fosbury, successfully conveyed the brand’s spirit of defying convention, it did not perform as well in terms of boosting sales and showroom traffic. We realized that the 2015 masterbrand campaign had little relevance to local consumers, and what’s more, did not make any reference to Mazda’s Japanese heritage, which is also core to the brand.  That’s a particularly critical issue across Asia’s markets, where country of origin matters to consumers - and in the case of Japan, conveys a host of positive attributes, such as innovation, quality and superior technology.   
 
For 2015 we created an integrated campaign around baseball legend Sadaharu Wang, a Taiwanese-Japanese who played in the Japanese professional baseball league in the ‘60s and ‘70s and holds the world record for most lifetime home runs. Wang, known for a distinctive “flamingo leg” stance was the epitome of a challenger that defied convention to carve his own path, making him a perfect spokesperson for MAZDA’s brand spirit in baseball-crazy Taiwan.  
 
The Japanese angle to the story, meanwhile, served to underscore the brand’s origins while fanning national Taiwanese pride. A short digital film was produced that brought Wang’s story and outlook to life, along with three cut down versions. The online films were leveraged as the main communication tool. A series of on ground events supported the campaign, including inspire panels where celebrities were invited to share their defy convention stories. Finally, an international baseball game brought Taiwanese and Japanese youth together, as a rousing climax to the campaign.
 
The results were extraordinary, creating significant online engagement and massive buzz, both locally and internationally. Most significantly, the campaign raised showroom traffic and sales up with extremely positive results.
CAMPAIGN
Mercedes Repurchase Reminder
AGENCY
Clemenger BBDO Melbourne
CLIENT
Daimler AG
BRAND
Mercedes Benz
DETAILS
Encouraging customer repurchase in the automotive category is a challenge; where long purchase cycles, the proliferation of car comparison tools and the blurring lines between the mass and luxury segments make it easier for people to switch.
 
The difficulties notwithstanding, the average lifetime value of a retained customer for Mercedes-Benz is a significant sum that cements the value of effective repurchase communications for any carmaker. For Mercedes-Benz, this activity takes the form of a direct campaign called ‘The Lucky Dip Repurchase Reminder’, a monthly communication designed to excite people into test driving a new Mercedes-Benz before they start looking at the competition. Getting in early is the key.
 
The Lucky Dip represents a new way of looking at retention for Mercedes-Benz, not only from a communications perspective, but also in how the brand can use data to more effectively peek beneath the hood of their customer’s buying behaviour, and come to a more robust understanding of what drives the purchase of a car.
 
Although it was hypothesised that the new data model and refreshed communications would perform better, the results exceeded expectations. The campaign achieved a YoY increase in the conversion-to-sales rate by 124%, incrementally selling an additional 378 vehicles. The ROI generated by this campaign was a significant 492% increase.
CAMPAIGN
Mercedes-Benz China Masterbrand Campaign
AGENCY
BBDO and Proximity
CLIENT
Mercedes-Benz
BRAND
Mercedes-Benz China Masterbrand
DETAILS
Tu hao. An expression in Chinese pop culture meaning, “the uncouth rich.” And the first thing that came to mind when we asked car buyers in China what they thought of Mercedes-Benz owners. 
 
This association has taken a toll on the brand. A distant third place in the luxury segment in 2015, Mercedes-Benz remained mired in the world of tu hao luxury, while first- and second-place Audi and BMW were successfully capturing the hearts of younger buyers seeking a modern, dynamic luxury car experience.

We found that for China’s new generation of luxury car buyers, success wasn’t defined by being chauffeured in a Mercedes-Benz S-Class at the pinnacle of one’s career. Rather, success was defined by an untiring spirit to take your own road in life.

To shed our tu hao image and appeal to a new generation of car buyers, we launched the first Mercedes-Benz integrated masterbrand campaign developed specifically for China. 

During the campaign, unit sales surged 46% compared with the same period in 2014. And Mercedes-Benz began to close the gap on second-place BMW, while improving brand imagery and appealing to younger buyers.
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