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The New A-Class

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Typical car launch events are grand and invite-only, which alienates many potential young customers. Moreover, most events focus on luxury and advanced technology, without a playful element. There was an opportunity to highlight the innovative voice and touch controls of the new A-Class in a fun way that resonates with youth.

Marketing

Challenge

Mercedes-Benz Taiwan wanted to connect with young consumers by launching the new A-Class in an engaging and accessible way. Traditional car launches are exclusive, often leaving out the many young people who dream of owning a Benz someday. The challenge was to mitigate this perception by transforming the inevitable waiting time into a positive, immersive experience.

Solution

We partnered with Abrazo Bistro—a favorite venue among young Taipei East District diners—to host a paid event. Using Mercedes-Benz’s provided materials, we designed posters, drink vouchers, coasters, stickers, and scratch cards. For instance, the coasters feature “Hey Mercedes” (to activate the MBUX system) and “We Need To Talk,” while stickers display commands such as “Take Me Home” (which activates the navigation system) and “Can Touch This” (referring to the touch screen). A window display integrated A-Class design elements, and staff wore custom event uniforms to create a cohesive, immersive atmosphere.

Outcome/Results

The event set a record for attendance among non-New Year events at the venue, successfully engaging young consumers and sparking ongoing conversations about the new A-Class—helping to turn a potential drawback into a compelling brand experience.