Mercedes won’t be exhibiting its latest models in its traditional booth at The Bangkok Motor Show this year. Agency, Team X Thailand, had a much more interesting idea. It is parking its latest models in special A19 parking lots.
Mercedes-Benz has created its own showrooms in A19 parking lots in well-known shopping malls as Pop-up Motor Shows. The mini showrooms are designed to create a memorable experience for event goers and to set the brand apart from other automakers that heavily rely on outdoor media.
“We wanted to break away from the typical car show experience,” stated 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?”
To further enhance the experience, Mercedes-Benz has included a QR code that can be scanned to receive a free ticket to the Motor Show. This feature not only adds convenience for event goers but also increases the brand’s reach and engagement.
The innovative idea builds on Mercedes-Benz’s previous success at the Bangkok International Motor Show, where its premiered The Reinvention of Pretty last year, in an effort to eliminate the sexual harassment of booth babes and introduce gender-neutral digital avatars called “Presenters”.
The Bangkok International Motor Show runs from March 22to April 2, 2023, at the IMPACT Challenger in Muang Thong Thani, Nonthaburi.
Credit:
Agency: Team X Thailand
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Rook Floro
Creative Group Head: Supalerk Silarangsri
Art Director: Todsapon Sripuvatanik
Team x Thailand & HUB SEA I Lead: Sirimanat Runghirunskul
Account Manager: Anna Chuapramong
Senior Account Executive: Ajchareeya Promma
Account Executive: Tanya Chaiyadej
Agency Producer: Yada Buachan
Production House: 888creations
Director: Piboonwat Premsripech
Producer: Suttana Keyuraphan
Photographer: Krissanakon nantanithipon
DOP1: Thawatchai Sangnopparat
DOP2: Jturong Anusri
Editor: Poraphon Suksrimuang
Colourist: Tawan Thakolthamsiri
