Photos: Mercedes-Benz goes back to basics in C-Class launch

To break away from its luxury image, Mercedes-Benz launched its C-Class sedan models in Taichung with a pop-up gym.

It has become almost a given for auto shows and launches to go down the digital path. However, the Mercedes-Benz C-Class launch in Taichung carried out by SMS Group last September was “decisively undigital” as there was no VR headset or game console in sight.

Instead, the Taiwanese city’s National Theatre was converted into a pop-up gym with built-in courts for basketball, table-tennis and tennis. The latter two games were played with a novelty element...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for CEI Bulletins

Related Articles

Just Published

Premium
WPP brings all Mumbai agency employees under one roof
Premium
17 hours ago

WPP brings all Mumbai agency employees under one roof

The employees will move into the Mumbai Campus as early as next week, while the Gurugram Campus will be set up next year.

Premium
The Trade Desk taps former AdMaster chief in China
Premium
19 hours ago

The Trade Desk taps former AdMaster chief in China

Calvin Chan will head up The Trade Desk's Chinese operations following the DSP's entry into the market last year.

Premium
Wendy Clark, DDB Worldwide:
Premium
20 hours ago

Wendy Clark, DDB Worldwide: "I know what it feels ...

Campaign India's Prasad Sangameshwaran interviewed with DDB Worldwide's global President and CEO, Wendy Ludlow Clark, a discussion that was beamed live on Facebook. Here's the entire conversation, without any edits or cuts:

Premium
How ads are used as weapons in Hong Kong protests
Premium
20 hours ago

How ads are used as weapons in Hong Kong protests

Adverts that promote the demands and opinions of various factions are an enduring feature of pro-democracy movements—and they largely favour print as their medium.