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She's Mercedes

In our work with Mercedes-Benz China, and with Ogilvy leading the creative, we moved away from conventional advertising and content sponsorship to create an integrated platform where female car buyers could interact and share with each other, receiving over 160 million interactions.

MERCEDES-BENZ / CHINA / APAC / INCLUTION / INTERNATIONAL WOMAN'S DAY / EQUALITY / AUTOMOTIVE / WOMAN
Wavemaker made a marvellous contribution in helping us drive business growth for female and youth segments.
Client
Mercedes-Benz China

THE CHALLENGE

With the development of Chinese society, women have become the fastest growing and most influential group of car buying decision-makers. Consumption by this demographic is rapidly changing and they have a wide variety of demands for brands. Auto brands used to only target men, resulting in a very monotonous marketing approach that does not appeal to the sophisticated women of our society. In response, Mercedes-Benz built She’s Mercedes, which is the first exclusive auto brand platform concentrating on women’s experiences; where women can meet, socialize and share their unique perspectives with other elite women from different industries. The brand needed to activate She’s Mercedes in a relevant way that would build a meaningful connection with elite Chinese women.

OUR SOLUTION

We moved away from conventional advertising and content sponsorship to create an integrated platform where female car buyers could interact and share with each other. In collaboration with Tencent Group, we released a white paper – “The Women of Our Era” – on International Women’s Day, March 8th2018, which inspired women to reflect on their own beliefs and values. With the cooperation of giant media groups, inspirational female celebrities were invited to share their experiences via in-person forums and online, inspiring more and more women to share their personal stories on the She’s Mercedes website and across social media. We selected some of the stories and transformed them into a creative display at a popular subway station, encouraging men and women alike to reflect on the experiences of women in modern Chinese society. These online and offline activations gave Chinese women from different walks of life a forum to connect and discuss the unique challenges and opportunities they face, bringing to life the She’s Mercedes essence, “The Space for Inspiration.”

DELIVERING RESULTS

30.4m Online views

75m On-target reach of the outdoor innovative display

160m Interactions with online and offline activities 

160
M
Interactions