Mercedes-Benz China: Smart engagement

Thomas Nolsoee

Mercedes-Benz in China faced a challenge in selling its Smart car. Several campaigns had resulted in high awareness and customer inquiries but these did not convert to sales.

Mercedes-Benz China: Smart engagement

Thomas NolsoeeMEC China

Mercedes-Benz in China achieved sales conversions for its Smart marque by auctioning cars on China's eBay, Taobao.com, to stimulate impulse buying.

There was a time when planning was simple and marketers knew that buying exposure would lead to awareness, interest, desire and finally action. It was mostly a matter of the quality of message and placement that determined the campaign effect and having a high share-of-voice meant getting a high share-of-mind.

If you are in a developing market this is still true, to some extent, as your strategy is all about penetration,...

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