Mercedes-Benz turns Thailand's common nickname 'Benz' into brand ambassadors

In Thailand, 'Benz' is more than a car brand — it is one of the country's most popular nicknames. Parents choose it as a tribute to Mercedes-Benz and a wish for success, so almost every Thai knows someone named Benz. For the 2024 Bangkok Motor Show, Mercedes-Benz Thailand and BBDO Bangkok made that cultural fact the entire campaign: instead of selling features, they celebrated real people named Benz and turned their names into invitations.

Director Thanachart Siripatrachai, himself called Benz, posted a viral call for Thais named Benz to join the project. Each participant became a brand ambassador with a personalized QR code that served as a free Motor Show ticket and a link to a landing page for the film and lead capture. At the show, illustrator Benz Bloody Hell Big Head painted the new GLC Coupé live, and buyers received one of his artworks as a gift.

The campaign ran entirely on social media with no paid support. The documentary passed 2 million views in two days; total engagement exceeded 330,000, over 33,000 'Benzes' were tagged online, 3.6 million people were reached, and earned media was valued at more than 50 million baht (later reported above 70 million). Leads rose 500% versus the previous campaign, and Mercedes-Benz became the No. 1 luxury car brand at the 2024 Motor Show — its strongest sales result in three years.

The work won the Grande Lotus Roots at ADFEST 2025 and a Big Gold at the 2025 ANDY Awards. It also grew into the 'Passion of Benz' platform, a long-term community for Benz fans and owners that extends the brand's cultural relevance well beyond a single event.