The Break Up

10. Craft Kancils [10.21b English Copywriting: Campaign]

case board

creative assets

Links:

Product/Service:

Q3 Tactical Campaign

Client:

Mercedes-Benz Malaysia

Brief:

With new local and regional players entering the automotive market, compounded by a slowing economy, the 3rd quarter of 2025 posed an even tougher sales challenge for Mercedes-Benz Malaysia. Our task was to create a campaign that would boost online bookings and overall sales of Mercedes-Benz vehicles amidst aggressive promotions from other non-luxury and luxury car brands. We had to cut through the noise to make Mercedes-Benz the preferred choice while staying true to the brand’s legacy and premium standing.

Solution:

The campaign showcased classic breakup excuses with a Mercedes-Benz twist, made even more compelling with guilt-free reasons to make the switch, such as installment switching, attractive payment plans, exclusive benefits, and premium after-sales service. For more stopping power, we included the popular Malaysian catchphrase CHUP, cleverly updated to mean “change up”, into our communications. Instead of typical sales pitches, this provocative yet slightly playful approach strongly communicated the brand’s Q3 offerings, wrapped in a tone consistent with Mercedes-Benz’s premium image. The campaign launched on the 22nd of July 2025 and featured a broader set of break-up excuses for the Mercedes-Benz range. We then dove a little deeper with follow-up communications for specific models, creating break-up excuses that highlighted key features of these models.

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