Happy “Bi-day” to my best friend Mercedes-Benz

With Gen Z becoming an increasingly powerful purchasing force in the auto segment in China, Mercedes-Benz sought to increase brand affinity and engagement with the young generation in a creative way, and what better platform to do so than Bilibili, China's leading video streaming website, counting over 75% of users aged below 24? Joining hands with Ogilvy Beijing on the conception and execution of the campaign, Mercedes-Benz leveraged Bilibili's 14th anniversary celebrations to send the platform a bold, quirky greetings film that echoed with China's Gen Z's aspirations and lifestyle trends.