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Mercedes-Benz campaign sees the creation of ‘three-pointed-star court’ in Taiwan

For the launch of the Mercedes-Benz C-Class in Taiwan, Leo Burnett created a three-pointed-star court inspired by the brand’s logo and its new tagline ‘Never stop improving’.

Located at launch events to generate buzz around the brand, the courts had visitors facing off against two opponents simultaneously in sports like tennis and table tennis.

Speaking about the campaign to Mumbrella, Leo Burnett Taiwan’s chief creative officer Murphy Chou said: “We chose this approach because the strategy of Mercedes new C-Class is about a sporty lifestyle and the slogan Never Stop Improving. By combining these two perspectives, we created the idea of the three-pointed-star court.”

Asked about the results of the activation, he said: “The exact number of booking is classified so I cannot provide that information, but I can tell you that client is satisfied with the result.”

Credits:

Chief creative officer: Murphy Chou

Creative director: Ed Hsieh

Art director: Kenji Ho, Sam Hsu

Senior copywriter: Matilda Liao

Agency producer:  Evans Kao

Business director:  Sylvia Cheng

Senior account director: Paul Lee

Account manager: Alex Shih

Account executive:  Arnold Chen

Planner: Daniel Feucht

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