Campaign Spotlight

Mercedes-Benz hits the brakes on traditional car show setup with new “Pop-up Motor Show” location – A19

BANGKOK, THAILAND – Mercedes-Benz with the help of Team X Thailand is shaking things up at the Bangkok International Motor Show this year with a rather unconventional approach to displaying their latest models. This year, the luxury car brand is bypassing the traditional show booth and parking their latest models in A19 parking lots.

In a creative solution to promote their new motor show location, Mercedes-Benz has transformed several A19 parking lots of well-known shopping malls into “Pop-up Motor Shows” showcasing the latest models of their cars. The mini showrooms are designed to create a memorable experience for event goers and to set the brand apart from other automakers that heavily rely on outdoor media.


“We wanted to break away from the typical car show experience,” said Rook Floro, Creative Director of Team X Thailand “People often stop to look at desired cars in parking lots, so we thought, why not turn those parking lots into mini-showrooms?”

To further enhance the experience, Mercedes-Benz has included a QR code that can be scanned to receive a free ticket to the Motor Show. This feature not only adds convenience for event goers but also increases the brand’s reach and engagement.

This innovative marketing approach builds on Mercedes-Benz’s previous success at the Bangkok International Motor Show, where they premiered “The Reinvention of Pretty” last year, in an effort to eliminate sexual harassment of booth babes and introduce gender-neutral digital avatars called “Presenters”.

The Bangkok International Motor Show runs from March 22nd to April 2nd, 2023, at the IMPACT Challenger in Muang Thong Thani, Nonthaburi. Make sure to visit booth A19 to see Mercedes-Benz’s latest models and experience the “Pop-up Motor Show” concept firsthand.


Chief Creative Officer
Thasorn Boonyanate

Creative Director
Rook Floro

Creative Group Head
Supalerk Silarangsri

Art Director
Todsapon Sripuvatanik

Team x Thailand & HUB SEA I Lead
Sirimanat Runghirunskul

Account Manager
Anna Chuapramong

Senior Account Executive
Ajchareeya Promma

Account Executive
Tanya Chaiyadej

Agency producer
Yada Buachan

Production house

Piboonwat Premsripech

Suttana Keyuraphan

Krissanakon nantanithipon

Thawatchai Sangnopparat

Jturong Anusri

Poraphon Suksrimuang

Tawan Thakolthamsiri

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