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  • SUB CATEGORY :
    BEST USE OF SPORTS
  • COMPANY ENTERING :
    LEO BURNETT TAIWAN, TAIPEI
  • TITLE :
    THE THREE-POINTED-STAR COURT
  • BRAND :
    MERCEDES-BENZ
  • ADVERTISER :
    MERCEDES-BENZ TAIWAN
  • AGENCY :
    LEO BURNETT TAIWAN, TAIPEI
  • CHIEF CREATIVE OFFICER :
    MURPHY CHOU
  • CREATIVE DIRECTOR :
    ED HSIEH
  • COPYWRITER :
    MATILDA LIAO/ED HSIEH/MURPHY CHOU
  • ART DIRECTOR :
    KENJI HO/SAM HSU
  • BUSINESS DIRECTOR :
    SYLVIA CHENG
  • ACCOUNT DIRECTOR :
    PAUL LEE
  • ACCOUNT MANAGER :
    ALEX SHIH
  • ACCOUNT EXECUTIVE :
    ARNOLD CHEN
  • STRATEGIC PLANNER :
    DANIEL FEUCHT
  • FILM PRODUCTION COMPANY :
    GREATLAND FILMS, TAIPEI
  • DIRECTOR :
    CHENG MEI-FU
  • CINEMATOGRAPHER :
    KEDDY YU
  • GAFFER :
    WU SHENG-MENG
  • PRODUCTION DESIGNER :
    HAN SHEN-HAO
  • EXECUTIVE PRODUCER :
    NICK LIN
  • FILM PRODUCER :
    TSAI MENG-WEN
  • POST-PRODUCTION COMPANY :
    DIGITAL VISION, TAIPEI
  • EDITOR :
    HUNG JUI-WEN
  • SOUND PRODUCTION COMPANY :
    DIGITAL VISION, TAIPEI
  • MUSIC ARRANGER :
    CHEN SONG-YU
  • CAMPAIGN SUMMARY :
    WE DEVELOPED A CHALLENGE THAT REQUIRED EVEN EXPERIENCED SPORTSMEN TO IMPROVE: A THREE-POINTED-STAR COURT IN THE SHAPE OF OUR BRAND MARK. IN THIS COURT, ONE HAS TO FACE TWO OPPONENTS AND RESPOND TO THEIR ATTACKS. THIS BATTLE CHALLENGES ALL OF YOUR ABILITIES. IN ORDER TO SUCCEED YOU HAVE TO KEEP IMPROVING YOURSELF BY GETTING STRONGER, FASTER AND BETTER.
  • THE BRIEF :
    MERCEDES-BENZ LAUNCHED THE NEW C-CLASS WITH A NEW SLOGAN: “NEVER STOP IMPROVING.” OUR CHALLENGE WAS HOW TO DEMONSTRATE ITS SPIRIT AT THE LAUNCH EVENTS FOR THE NEW C-CLASS?
  • THE STRATEGY :
    OUR TARGET AUDIENCES ARE YOUNG ADULTS BETWEEN 20-45 AGES.
    THEY ARE SPORT LOVERS & SELF-ACHIEVERS THAT ALWAYS EAGER TO CHALLENGE THEMSELVES. THUS, IT’S A CHALLENGE FOR US TO COME OUT AN INTERESTING AND EXCITING IDEA OF A SPORT-RELATED EVENT WHICH CAN SUCCESSFULLY ATTRACT THEIR ATTENTION AND EVENTUALLY GET THEM ENGAGED. WE SENT INVITATIONS ON SOCIAL NETWORKS TO ENCOURAGE PEOPLE TO TAKE A LOOK AT THE NEW CAR AND EXPERIENCE THESE UNIQUE THREE-POINTED-STAR COURTS.
  • THE EXECUTION :
    WE DEVELOPED A CHALLENGE THAT REQUIRED EVEN EXPERIENCED SPORTSMEN TO IMPROVE: A THREE-POINTED-STAR COURT IN THE SHAPE OF OUR BRAND MARK. IN THIS COURT, ONE HAS TO FACE TWO OPPONENTS AND RESPOND TO THEIR ATTACKS. THIS BATTLE CHALLENGES ALL OF YOUR ABILITIES. IN ORDER TO SUCCEED YOU HAVE TO KEEP IMPROVING YOURSELF BY GETTING STRONGER, FASTER AND BETTER. AT THE NEW
    C-CLASS LAUNCH EVENTS, WE BUILT THREE-POINTED-STAR TENNIS COURTS AND THREE-POINTED-STAR TABLE TENNIS COURTS FOR GUESTS TO EXPERIENCE.
  • THE RESULT :
    THE NEW LAUNCH EVENTS WERE A HUGE SUCCESS. DURING 3 EVENTS IN TAIPEI, TAICHUNG AND KAOHSIUNG, THE TOTAL NUMBER OF PARTICIPANTS EXCEEDED 208,390. THE THREE-POINTED-STAR COURTS WERE EXPERIENCED BY 8,619 PEOPLE. THE EVENT GAINED 168 MEDIA EXPOSURES AND 680 SOCIAL POSTS IN TOTAL. THIS NEW LAUNCH EVENT TRULY REFLECTED THE SPIRIT OF THE MERCEDES-BENZ NEW C-CLASS, THAT IS, TO NEVER STOP IMPROVING YOURSELF.