The Challenge
Mercedes-Benz China Ltd. (MBCL) approached APCO to seek the firm's expertise to safeguard its reputation in China's dynamic market where increasing consumer rights advocacy and a rapidly growing auto industry were changing government and consumer expectations.
The Solution
Combining MBCL's commitment to safety with China's efforts to reduce 100,000 annual traffic-related deaths, APCO recommended a ground-breaking partnership with the government- affiliated Road Traffic Safety Association of China to promote road safety.
Together with MBCL, APCO designed and organized a public education campaign targeting those most at risk, which included the following tactics:
- Daily public service announcements on China National Radio complemented by bi-monthly talk shows
- Weekly articles on road safety in a major Beijing newspaper
- Roadside billboards
- 40,000 road safety posters distributed to community centers and schools across the capital
- New resources promoting road safety on the MBCL website for the media and drivers
- A children's art competition on road safety that drew 3,000 entries from primary school students in Beijing with winners selected by a panel of dignitaries including the 2008 Olympic logo designer
- A seminar for police and regulators with presentations by MBCL engineers to improve development and enforcement of traffic laws
- A seminar for regulators and members of industry on the highly political and sensitive subject of product recalls
|
 |
The Result
Not only did the campaign resonate with the government and broader public, it generated countless positive media reports praising MBCL for its corporate responsibility. APCO assisted the company in building constructive relationships and a glowing reputation with government officials at a time of rapid growth in automobile ownership in China. At the height of the campaign, DaimlerChrysler AG, which owns Mercedes-Benz, announced a one billion Euro investment to reinforce their commitment in China.
Services Provided
- Community affairs & strategic philanthropy
- Creative services
- Government relations
- Issue management
- Media relations
- Online communication
- Positioning
View all APCO services
Back to Case Studies
Back to Asia Case Studies
|
APCO has done a great job in enhancing Mercedes-Benz's reputation with
customers and government in China. Their creativity and understanding of the market and regulatory environment made for a highly effective campaign.
