Case studies Mercedes Benz

We used a new regional sporting event to build the Mercedes Benz brand across the Pan Asian market.

Golf was already familiar territory for Mercedes Benz but the challenge was to develop a clear position that would bring to life the brand’s personality and proposition that would cut through the commercial clutter. 

Access was tasked to design a program that would meet this and which would also actively engage the Mercedes Benz target audience to build brand loyalty and appeal more effectively than traditional passive sponsorship of an event.

Our solution was to secure Title sponsorship of the inaugural ASEAN tour (a new challenger golf series staged across 11 countries in South East Asia) together with individual sponsorship of six of the tour’s scheduled events.

In conjunction with these sponsorships, brand equity and ownership was driven by "Order of Merit" and "Rising Star" programs which would recognize and support the development of new emerging talent.

Unique golf clinics and pro-am activities were also designed and all activities were supported by PR, a dedicated website and a TV magazine show distributed across the region.