BBDO Bangkok has earned a Gold award at the 2025 ANDY Awards for its innovative campaign, The Meaning of Benz, created for Mercedes-Benz Thailand. The campaign taps into a unique cultural phenomenon in Thailand, where many people are affectionately nicknamed “Benz,” symbolizing aspirations of success and style.
Directed by filmmaker Thanachart Siripatrachai, also known as “Benz,” the campaign showcases real individuals named “Benz” as they share personal stories connected to the legacy of Carl Benz and the prestigious Mercedes-Benz brand. These participants became brand ambassadors, each equipped with personalized QR codes that served as exclusive invitations to the Thai Motor Show 2024. The campaign, which was launched exclusively on social media, relied on authentic storytelling to engage the audience and generate public interest.
At the Thai Motor Show 2024, artist Benz – Bloody Hell Big Head presented a moving art installation reimagining the Mercedes-Benz GLC, inspired by his father—a heartfelt tribute to family and heritage.
The Meaning of Benz campaign became Mercedes-Benz Thailand’s most successful initiative to date. It reached over 3.6 million people, generated more than 330,000 engagements, and saw 33,000 individuals tagging “Benz” online. Impressively, the campaign achieved these results without paid media, with earned media value surpassing 70 million THB. Lead generation increased by 500%, and Mercedes-Benz reclaimed its position as the #1 luxury car brand at the 2024 Motor Show, marking the brand’s strongest performance in three years.
The success of the campaign also led to the creation of The Passion of Benz, a long-term community platform for Benz enthusiasts and owners, further extending the brand’s cultural relevance beyond a single marketing moment.
BBDO Bangkok celebrated the recognition, noting that the ANDY Gold award, alongside the Grande Lotus Roots award at ADFEST 2025, reflected the deep cultural resonance of the campaign. “Grounded in culture, built on real stories, and embraced by the community it celebrated, The Meaning of Benz has become a powerful testament to the brand’s connection with its audience,” said the agency in a statement.
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