Challenge:

Celebrate the success of Mercedes-Benz Vietnam with

• The Anniversary of 50 years of AMG
• The Growth of compact car segment
• The successful Continuance of SUVenture

Convey the new strategic message: The Best Customer Experience to all Vietnamese customers.The challenge for Mercedes-Benz Fascination 2017 is how to translate “The Best Customer Experience” strategy in an emotional way that presents the individual care of Mercedes-Benz to each customer.

Solution:

Be inspired by the journey of life, from newborn with amazing imaginations to grow up with many problems. We build up the concept “The Journey” for Mercedes-Benz Fascination 2017 to inspire people about the true meaning of life is to have a trusted companion. And Mercedes-Benz is proudly to be your companion that helps you to be yourself, to be passionate, inspired and to be amazing again.

With the process of: be born, be loved, be taken care, be grown up and be amazed again, we encourage everyone to start their journey with Mercedes-Benz to find their own inspiration.

Result:

'The Journey' became the top story discussing everywhere before, during and after the event. The concept not only inspired car customers about the journey of emotion but also created a big impact on applying Customer Experience in doing marketing.

The event combined with special Finance policy and excellently, more than 300 cars were sold within 5 days of Mercedes-Benz Fascination 2017. It is also a record compared to all the former Fascinations.

With 40 cars displayed from A to S-Class, GLA to GLS, Mercedes-Maybach to Mercedes-AMG had been the biggest cars collection so far. Even a picky person can find his companion here with Mercedes-Benz, the number of sold cars is a predictable number.