Staff Reporters
Oct 5, 2016

How Mercedes got 2,000 sales leads in Hong Kong

Case study: The brand, with Pico, threw a large-scale introduction event for the E-class.


Mercedes-Benz Hong Kong wanted an unforgettable and luxurious experience for its VIP clients and new prospects who might be interested in the new E-class.


Using a large open area at Hong Kong's West Kowloon Waterfront, the brand and event-marketing firm Pico threw an event that included: 

  • A 1,600 square metre scaffolding platform and tent structure.
  • A 25-metre long kinetic LED wall display
  • A 180 degree social-media sharing photo booth
  • A VR experience showcasing the car's features
  • A launch show
  • A "high-velocity driving demonstration"
  • Personal test drives
  • A temporary 4,000 square metre car park, with valet parking service, as well as branded luxury shuttle buses and a branded shuttle boat.


The launch event generated 400 test drives and over 2,000 sales enquiries, and exceeded estimated visitor numbers by 20 percent, hosting more than 3,800 target customers over the four-day event.

The Facebook launch video attracted 100,000 views, while the Mercedes-Benz Hong Kong Facebook page saw an increase of 1,000 Likes during the week of the launch, versus the usual figure of 100 per week.

Related Articles

Just Published

1 hour ago

Aline Santos named chair of judges for Campaign ...

Entries for the awards are now open.

1 hour ago

RGA hires Anita Jack-Davies to drive equitable culture

The agency combines culture, operations, equity, inclusion and diversity under Jack-Davies, a diversity academic.

13 hours ago

APAC consumers trust DTC websites more than ...

According to a Reprise study, consumers who prefer to engage with DTC brands and buy on their websites do so because they consider consumer brands to be more trusted, authentic and having a wider variety of products.

13 hours ago

Behind the 'overly successful' launch of Trust Bank ...

The marketers behind the new digital bank by Stanchart and FairPrice Group explain how accessibility, incentives and attention to user journeys ignited astronomical success that 'most other banks take a year to achieve'.