BACKGROUND

Mercedes-Benz started to build joint venture in China since 2005, and started to introduce mainstream models of E-Class and C-Class to challenge the dominance of Audi and BMW. WE Marketing worked for Mercedes-Benz in 2006-2008 as its main creative agency. 

 

IDEA

E-Class and C-Class launch campaigns developed by WE Marketing tightly connected with the attitude and mindsets of the new luxury consumers of China. E-Class built its proposition upon Chinese culture of knowledge, while C-Class created a trendsetting image through using local celebrities for the first time.

 

RESULTS

•Both E-Class and C-Class sold out more than 2000 units in the 1st three months after campaign launch. Sales of these models maintained a strong growth momentum in later years, and became the pillars of Mercedes’ success in China.