SUB CATEGORY :

CUSTOMER ACQUISITION & RETENTION

ENTRANT COMPANY :

BBDO BANGKOK LIMITED, BANGKOK

TITLE :

THE BENZ EFFECT

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

ASSISTANT DIRECTOR :

ANUSARA KORSAMPHAN

FILM PRODUCER :

PAWEENWAT TANGPIMAI

PRODUCTION HOUSE CREATIVE :

VICHAI MATAKUL/SUPATCHA SKULTECHATANA/
CHAYAKORN CHAROENSUK

EDITOR :

THEERAPAT WONGPAISARNKIT

COLORIST :

UDOMSAK THONG-IN

AFTER EFFECT :

PRAPATSORN UPARSIN

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.

CREATIVITY/IDEA/INSIGHT :

In Thailand, almost everyone has a nickname. These names can range from the ordinary, like ‘Nuts’ or ‘Chicken,’ to the quirky, such as ‘กุญแจซอล’ (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.

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.

EXECUTION & CRAFT :

"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.

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 Thailand Motor Show, the film maximized its impact and drew attendees to the event.

At the Motor Show, the documentary was showcased at the Mercedes-Benz booth, ensuring it reached a captive audience. Additionally, personalized QR codes linked to the documentary and participant stories were distributed. 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.

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 Benz Effect" campaign successfully met its objectives, yielding impressive results that underscored its innovative approach. Key outcomes included:

Lead Generation: The use of personalized QR codes resulted in a remarkable 500% increase in lead collection compared to previous campaigns. These codes, linked to personal stories and the documentary, engaged a broad audience, making the lead generation process both effective and meaningful.

Engagement and Virality: The documentary "The Meaning of Benz" went viral, quickly amassing over 4 million views and 300,000 engagements within the first two days of its release. This virality was pivotal in driving substantial digital and physical footfall to the Motor Show.

Sales Impact: The heightened visibility and engagement directly translated into sales, with Mercedes-Benz topping luxury car sales at the Motor Show. The brand achieved the highest sales figures seen in three years, demonstrating the campaign’s significant impact on consumer behavior and purchase decisions.

Brand Perception: By focusing on personal stories linked to the brand, Mercedes-Benz reinforced its image as a luxury leader deeply connected to Thai culture. This strategy resonated well with the target audience, further solidifying the brand's status as the dream car of choice.