Mercedes-Benz recognized the importance of engaging with younger, tech-savvy consumers for the launch of their EQA electric SUV in South Korea. With sustainability at the heart of their Mercedes-EQ line, they aimed to communicate the values of Progressive Luxury in a way that resonated with the MZ generation (Millennials and Gen Z). To achieve this, Mercedes-Benz partnered with Publicis Groupe, a global marketing agency, and turned to Naver Shopping Live to create a unique campaign that brought their vision to life through digital innovation.
Leveraging Naver Shopping Live for a New Generation
In order to introduce the EQA to the Korean market, Mercedes-Benz needed a platform that could reach a younger, digitally native audience. By choosing Naver ads, they gained access to South Korea’s leading live commerce platform, allowing them to deliver a campaign that was not only visually appealing but also highly interactive.
Naver Shopping Live provided the perfect opportunity to host a digital event that aligned with the interests of their target demographic.
The Role of Naver Shopping Live in the Mercedes-Benz EQA Launch
Mercedes-Benz opted for a new approach to vehicle launches, choosing to host a digital live concert on Naver Shopping Live. This wasn’t just a product showcase—it was a fully immersive concert, featuring performances from top Korean artists like pH-1, Jessie, and Heize.
Rather than traditional product presentations, the focus was on building a shared experience that blended music, art, and luxury with the unique features of the EQA. By integrating the EQA into this creative setting, Mercedes-Benz effectively used Naver Shopping Live to reach a larger, more engaged audience.
EQA’s Digital Live Concert: Campaign Strategy
To drive interest in the event, Mercedes-Benz executed a comprehensive Naver advertising strategy:
- Pre-Event Teasers: One week before the concert, Naver Ads campaigns promoted the event across Naver’s platform, using outlink banners and display ads to build anticipation.
- Real-Time Interaction: During the 60-minute live concert, Mercedes-Benz encouraged viewers to engage through interactive features such as a comments section, allowing for direct communication with the audience.
- Test Drive Sign-Ups: Naver Shopping Live’s outlink banners were also used to direct viewers to EQA test drive sign-ups, offering immediate opportunities for conversion during the concert.
Key Results:
Mercedes-Benz’s use of Naver ads resulted in impressive campaign metrics:
- Over 800,000 cumulative viewers tuned in to the live concert.
- The concert peaked at 5,800 concurrent viewers.
- Outlink banners generated 15,000+ clicks during the event.
- A 170% increase in daily qualified clicks (QC) was achieved, demonstrating the campaign’s effectiveness.
These results highlight how Naver helped Mercedes-Benz boost brand awareness while also driving meaningful engagement through test drive sign-ups, showing how live digital events can yield tangible business outcomes.
Why Naver Shopping Live Was the Perfect Choice for Mercedes-Benz
Mercedes-Benz’s use of Naver Shopping Live allowed them to achieve both branding and sales objectives. By combining live entertainment with interactive features, the EQA digital live concert successfully engaged the MZ generation while driving real-world actions like test drive sign-ups.
Naver proved to be an invaluable tool for Mercedes-Benz, offering a platform that fostered deep audience connection and positioned the EQA as the luxury electric vehicle of choice for younger consumers.
Conclusion: Naver Shopping Live and the Future of Digital Marketing for Luxury Brands
By utilizing Naver ads and creating a digital live concert, Mercedes-Benz demonstrated the potential for luxury brands to connect with modern, digital-first consumers. The success of the EQA campaign highlights the power of Naver Shopping Live in driving both brand engagement and conversion, showcasing how digital platforms can be key players in the future of automotive marketing.
