Mercedes Chinese New Year

Challenge:

The Chinese New Year campaign had been running for years, but there was no real understanding of whether it was successful. An overall assessment of the campaign was needed.

Approach:

Each market exhibited distinct media executions and creative strategies, rendering direct comparisons of key performance indicators (KPIs) impractical. To address this, ratios were utilized for desired site actions whenever statistically feasible, and interviews were conducted with market representatives to understand their decision-making processes. It became evident that the client's brief encompassed broad and conflicting objectives, aiming to impact the brand while simultaneously driving sales.

It quickly became evident that the client brief was overly broad, encompassing contradictory objectives. Teams were tasked with both enhancing brand impact and driving maximum sales. Although creative development was centralized, it frequently failed to align with local requirements. Given the importance of centrally developed creative to headquarters, it was crucial to identify commonalities among all markets that would facilitate a unified execution.

During my research on Chinese New Year, I uncovered that Pacific Rim countries had begun referring to the holiday as Lunar New Year, influenced by escalating tensions with China. Additionally, there were specific regional preferences in food that the clients were unaware of. Notably, advertisements emphasizing food generated the highest number of lead completions in a majority of markets. To address this, I compiled a comprehensive reference document in consultation with local teams, ensuring that Korean audiences were more likely to encounter Tteokguk rather than Bak Kwa.

Outcome:

I created a briefing for a brand build campaign that centered around the Mercedes family of vehicles facilitating time with loved ones over local delicacies. The creative team were instructed to focused on creating versatile content that seamlessly incorporated regional dishes, resonating deeply with audiences and elevating the brand's presence boosting audience resonance and brand favourability by 10% from the prior year.