Mercedes-Benz Thailand charges up new habits for drivers

Luxury vehicles company Mercedes-Benz Thailand has launched a new campaign titled "Charge to change" to encourage plug-in hybrid electric vehicle (PHEV) users to commute with cleaner energy by forming the new simple habit of charging every day. This is done in collaboration with Publicis Emil Thailand, the company's global agency network for creative and digital transformation. 

In a statement to Marketing, the spokesperson said the ads for this campaign would run on social media platforms including Facebook and YouTube, adding that the target audience for this campaign were PHEV owners in the premium segment who were environmentally conscious as well. The ads are said to run until October this year. 

According to Publicis Emil, the idea for the campaign came after noticing that despite the volume of PHEV sold in Thailand increasing significantly since its first introduction, the technology’s perk of being able to reduce PM 2.5 emission remains excessively underutilised. Digging into the matter, one of the root cause unveiled was that the owners of PHEVs were not acquainted to the habit of charging their vehicle daily. With that in mind, Mercedes-Benz Thailand and Publicis Emil Thailand launched this campaign to create a new habit of charging the vehicle, believing the simple act from every PHEV owners’ effort would accumulate and create significant change in the air condition. 

Mercedes-Benz ended the statement saying: "You’re in charge for saving the world".

Separately, last year Mercedes-Benz Malaysia named Michael Jopp the head of sales and marketing, Mercedes-Benz Cars, Malaysia & SEA II. He replaced Mark Raine who had moved on to helm the role of vice president of product and marketing at Mercedes-Benz Korea after four years in Malaysia.

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