Direct > Excellence in Direct
MERCEDES-BENZ TAIWAN, Taipei / MERCEDES-BENZ TAIWAN / 2019
Overview
Credits
Why is this work relevant for Direct?
The special event program launched at the beginning of May 2018 inviting committed women to share their wishes, needs and expectations and to compare notes with one another. Through the driving lesson in the event, all the participants were grouped with a "Pioneers", or experienced female driver, to improve their driving skills.
As She’s Mercedes Challenge Day received great responses from the participants and with the aim of making the brand more appealing to women, the initiative also offers training for sales staff and seeks to increase the number of women in sales positions.
Background
In Taiwan, 50% of women hold drive license, unfortunately, 30% of them are 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 is to help female drives in Taiwan to build up their confidences.
Describe the creative idea
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.
Describe the strategy
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.
Describe the execution
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.
List the results
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.
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