By Danielle Long, Acting APAC Editor

March 31, 2023 | 2 min read

For all the innovation in the automotive industries, brands still often take a very conventional approach to events such as the Bangkok International Motor Show.

However, Mercedes-Benz opted to break with tradition this year, bypassing the traditional show booth and parking their latest models in A19 parking lots.

In partnership with Team X Thailand, Omnicom's dedicated Mercedes Benz agency, the luxury auto brand launched “Pop-up Motor Shows” in the car parks of the popular shopping malls in a bid to cut-through the masses of OOH media activity by car brands and connect directly with consumers.

"We wanted to break away from the typical car show experience," said Rook Floro, creative director of Team X Thailand "People often stop to look at desired cars in parking lots, so we thought, why not turn those parking lots into mini-showrooms?"

The mini showrooms, which are designed to create a memorable experience for event goers, featured a QR code that provided consumers with a free ticket to the Motor Show.

The aim of the pop-up experience was to increase the brand's reach and engagement enabling it to connect with different audiences.

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