Jin Bo
Jan 4, 2011

Mercedes-Benz debuts new cars in happy-new-year movie

Mercedes-Benz has launched its GLK-class, smart and SLK models in conjunction with the release of a blockbuster movie, 'If you are the one II', which premiered to much fanfare during the Christmas period across China.

Mercedes-Benz debuts new cars in happy-new-year movie

The movie debuted the new cars beautifully shot and weaved into the dramatic story line of the movie, while showcasing the brand's diverse image.

Benz’ cars are not only seen in the movie, but also in theatres in 20 major cities as a supplement to the product placement.

Mao Jingbo, marketing VP of Mercedes-Benz China, said the German auto giant has been actively seeking product placement opportunities “within a Chinese context”.

If you are the one II provided an ideal platform for this,” she said, “We believe it is only through the perfect combination of a great Chinese-made product, Chinese faces, and seamless brand integration of Mercedes-Benz can we wholly and thoroughly win the hearts of our Chinese consumers.”

Mercedes-Benz' media agency in China, MEC, was responsible for the branded content integration and negotiation with the movie producers for this launch campaign.

Source:
Campaign China

Related Articles

Just Published

1 day ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

1 day ago

Publicis Groupe acquires influencer agency Captiv8

Captiv8 will join forces with the group's Influential and Epsilon.

1 day ago

Agency Report Card 2024: EssenceMediacom

In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.

1 day ago

Disney sets sail: VP Sarah Fox on the brand’s ...

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.