SUB CATEGORY :

CONTEXTUAL INSIGHT

ENTRANT COMPANY :

BBDO BANGKOK LIMITED, BANGKOK

TITLE :

THE MEANING OF BENZ

BRAND :

MERCEDES-BENZ

ADVERTISER :

MERCEDES-BENZ THAILAND

AGENCY :

BBDO BANGKOK, BANGKOK

CHIEF CREATIVE OFFICER :

THASORN BOONYANATE

CREATIVE DIRECTOR :

PRATCHYA VILAIPOL

ART DIRECTOR :

PEERA LIANGJAI

COPYWRITER :

PRAME POOSOONTORNSRI

EXECUTIVE PRODUCER :

TOUNGRAK JIRAVATANARUNGSRI

AGENCY PRODUCER :

PARAMEE SOONTORNWUTTINUN

PROJECT MANAGER :

KANOKWAN KAEWKERN

CLIENT SERVICE DIRECTOR :

SIRIMANAT RUNGHIRUNSKUL/ARUNEE RUEANGWATTANAPORN

ACCOUNT DIRECTOR :

ANNA CHUAPRAMONG

ACCOUNT EXECUTIVE :

THANYAMAS CHANCHAIWAT/PITCHAYAVEE YOUNGPRAYOTE

STRATEGIC PLANNING DIRECTOR :

PRASIT KUNANUPHANCHAI

STRATEGIC PLANNING MANAGER :

CHANAPA KONGVARANONT

FILM PRODUCTION COMPANY :

SALMON HOUSE, BANGKOK

DIRECTOR :

THANACHART SIRIPATRACHAI

DIRECTOR OF PHOTOGRAPHY :

TANAPOL KEAWDANG

SOUND PRODUCTION COMPANY :

ZEALOTS BOUTIQUE, BANGKOK

CAMPAIGN SUMMARY :

The Motor Show is a battleground where car brands compete with cutting-edge technology, sleek designs, and tempting offers to drive footfall to their booth. This year, Mercedes-Benz has a whole different approach to drive footfall to our booth. Unlike other typical automotive campaigns that focus on vehicle features and technological advancements, Mercedes-Benz chose to build a narrative around the personal stories of individuals named 'Benz.' By celebrating these individuals and empowering them with personalised QR codes, the campaign created direct, meaningful engagement and successfully drove footfall to the Motor Show by leveraging personal connections, cultural relevance, and meaningful storytelling.
The documentary "The Benz Effect," featuring these brand ambassadors, was pivotal in the campaign’s viral success. It achieved over 4 million views and 300,000 engagements shortly after its release, substantially boosting the brand's visibility at the event. The innovative use
of personal narratives and direct engagement by equipped each individual with personalised QR codes to invite their networks to the Motor Show, creating a ripple effect of engagement and led to a 500% increase in lead generation compared to previous campaigns. By prioritizing meaningful connections over product displays, Mercedes-Benz not only reinforced its position as a luxury leader but also resonated deeply with the Thai audience,
leading to record-breaking sales at the Motor Show. "The Benz Effect" exemplifies how blending traditional cultural insights with modern marketing tactics can result in a powerful and effective direct marketing strategy.

INSIGHT :

This campaign was built on two unique cultural insights from Thailand.
• Firstly, in Thailand, people commonly refer to the car brand 'Mercedes-Benz' simply as 'Benz,' unlike in most other countries where it is called 'Mercedes.'
• Secondly, naming is a deeply significant aspect of Thai culture, particularly nicknames. Thailand might be one of the only countries where children are frequently nicknamed after things their parents admire or hold in high regard, such as animals, brands, or even sports. Among these, one of the most popular nicknames is ‘Benz,’ so common that almost every Thai person knows someone with this name.
Parents naming their children ‘Benz’ as a tribute to Mercedes-Benz reflects the admiration and respect Thais have for the brand. It is rooted in the belief that a meaningful name can shape a child’s future. The nickname ‘Benz’ resonates strongly with success, luxury, and prosperity—qualities that Thai parents aspire to instil in their children’s lives.
The 'Benz' Effect campaign cleverly leveraged this distinctive cultural phenomenon by bringing together individuals named 'Benz' to share their personal connections with the brand. This not only underscored the cultural importance of the name but also highlighted the brand's profound influence on Thai aspirations.

STRATEGY :

The target audience for "The Benz Effect" campaign comprised Thais deeply connected to notions of success and luxury, particularly those who perceive Mercedes-Benz as a symbol of achievement. This demographic appreciates the brand beyond its functionality, seeing it as a
marker of status and a component of their personal and family aspirations. Our strategy leveraged the cultural practice of naming children "Benz," a testament to the brand's aspirational value within Thai society. By focusing on individuals named Benz, we tapped into emotional and personal affiliations with Mercedes-Benz, emphasizing stories that resonate with the audience's aspirations.
This approach effectively shifted the marketing focus from traditional product features to a narrative-driven campaign that highlighted Mercedes-Benz's role in personal success stories. This strategy not only reinforced the brand’s prestigious image but also deepened its cultural integration, making it relevant and resonant with a target audience that values heritage and personal achievement. The campaign capitalized on this positive perception, enhancing engagement by positioning the brand at the heart of personal success narratives.

CREATIVITY IDEA :

In Thailand, almost everyone has a nickname. These names can range from the ordinary, like
‘Nuts’ or ‘Chicken,’ to the quirky, such as ‘กุญแจ ซอล’ (G Clef). Some nicknames are inspired
by brands, like ‘Baygon’ or ‘Shieldtox.’ Car brands, too, have made their mark in this
tradition, but none have come close to achieving the same cultural resonance as ‘Benz.’
The name reflects Mercedes-Benz’s status in Thai society as a symbol of aspiration and
success. With its long-standing legacy and association with prestige, Mercedes-Benz has become more than just a car brand. Parents choosing ‘Benz’ as a nickname are passing on a connection to ambition and luxury, making it the most iconic nickname among automotive brands.
This campaign embraced that cultural phenomenon by celebrating individuals named ‘Benz’ and turning them into brand ambassadors. A heartfelt documentary captured their personal stories, showing how a name can carry aspirations and achievements, all tied back to the legacy of Mercedes-Benz.

EXECUTION :

• #1 Initiated and generated hype by the influential director named 'Benz'.
"The Benz Effect" campaign began with a viral social media post by influencer and director Benz Thanachart, inviting Thais named Benz to participate in a unique documentary. This initial outreach quickly captured widespread attention, setting the stage for the campaign's next phase.

• #2 Launched “The Meaning of Benz”, a documentary featured personal stories of individuals named Benz(s).
The documentary, "The Meaning of Benz," featured personal stories of individuals sharing the same name, highlighting their connections to the Mercedes-Benz legacy. Released strategically just before the Motor Show, the film maximized its impact and drew attendees to the event.

• #3 Turned Individuals named Benz(s) into brand influencers to invite people to visit Mercedes-Benz booth. Additionally, personalized QR codes linked to the documentary and participant stories were distributed and post through each Benz(s) social media’s channel. These codes not only engaged attendees by leading to a landing page for further interaction and lead collection but also provided free access to event tickets, deepening the engagement.

• #4 Showcased the new Mercedes-Benz GLC Coupé painted by illustrator also named Benz.
At the Motor Show, the booth activities went beyond the traditional car showcase, creating an emotional connection by featuring the renowned illustrator ‘Benz Bloody Hell Big Head’ who painted the new GLC Coupé live. Additionally, attendees who booked a Mercedes-Benz at the event received a heartwarming gift painted by the artist.

This well-coordinated execution ensured that every element of the campaign—from online engagement to on-site experience—was aligned with the target audience's aspirations and enhanced their connection with the Mercedes-Benz brand.

RESULT :

The film instantly became a sensation, amassing over 2 million views in just 2 days, with more than 22K engagements and over 31K 'Benzes' tagged. The total campaign engagement exceeded 330K, generating 50 million THB in earned media. We reached over 3.63 million people, a 500% increase in leads compared to 2023. Most notably, Benz has become the No. 1 luxury car brand in sales at the 2024 Motor Show. This is truly the 'Benz' effect.