In Taiwan, 50% of women hold drive license, unfortunately, 30% of them were scared of driving on the road, due to negative public perceptions and stereotypes. However, we see women desire of learning how to drive and achieved an independent life. Therefore, our objective was to help female drives in Taiwan to build up their confidences.

In Taiwan, there is a stereo type against female drivers on their driving abilities. Whenever there is a news regarding car accident with female driving it, the public mostly questioned the driving ability of female without thinking other possibilities.

As a leading automobile brand, Mercedes-Benz Taiwan hold She's Mercedes Challenge Days like no others. Through this campaign, Mercedes-Benz Taiwan inspires many female drivers to discover their confidence in driving and live a more independent life.

Introducing “The Challenge Day”, through their individual experience sharing, the

“The Challenge Day” event leads women to discover their confidence in driving and

live a more independent life.

By overcoming the fear of driving and recognizing their inner strengths, the participants go through the beautiful transformation from believing they are IMPERFECT to #IAMPERFECT.

Our target audience is female drivers who are scared of driving on the road, due to negative public perceptions and stereotypes.

We aim to establish a female inspirational circle for women to support each other and discover their unknown potentials throughout their life journeys. And our very first step is to let women know they are capable of driving just as well as anyone.

Mercedes-Benz introduced “She’s Mercedes” community for women, especially for female drivers, and launched “The Challenge Day” event. We created buzz of this event through multi-channel promotion, to attract our target audience to sign-up our “The Challenge Day” event on 16th June, 2018 .

Hosted a competitive audition to find experienced female drivers as Pioneers by interviews and road tests, and 18 unconfident drivers as Explorers.

Make on “The Challenge Day”. Pioneers and Explorers were divided to teams to go through challenges and share their driving experiences. To create more inspirations for the group, one of Taiwan’s well-known female racers and other influencers were invited to join the event and shared their success story in their fields to highlight the core idea: we women, can accomplished everything. “The Challenge Day” event made women to go through the beautiful transformation from believing they’re IMPERFECT to IAMPERFECT.

The event had massive exposure on social media, totally had over 400 applicants and creates over 300 social posts with over 20,000 social interactions, also achieved 1.54 million social media reaches and over 7 million media exposure. Also, the event earned 89 media reports, which equivalents 470,000 euros of media values, the amount of media exposure was equal to 60% of female population in Taiwan. This campaign not only successfully raise the awareness for She’s Mercedes, but also promoted a concept: a woman’s empowerment.