Love Me Protect Me --
Mercedes-Benz Child Safety Car Seat Event

About Mercedes-Benz

Mercedes-Benz, Inc. is a German automobile manufacturer, a multinational division of the German manufacturer Daimler AG. The brand is known for luxury automobiles, buses, coaches, trucks and car accessories, such as Light-Alloy wheels, cargo box baby car seat. Mercedes-Benz has dedicated to in-car child safety research for nearly 40 years. They established exclusive Research Department, testing the safety protection effect on child seat, and having close cooperation with Europe's leading child seat manufacturer, its quality is far beyond the provisions of the existing regulations and safety standards.

The Background

Child safety seat penetration in China is low at present. At present, child safety seat penetration in China is low, Chinese parents are not used to using child safety seat, resulting in the fact that the usage of child safety seat so far is still very limited. In fact, China's child safety seat usage rate is not even to 0.1%, there is no comparison with Europe and America which have more than 90% of usage.

Traffic accident is the number one factor in causing child casualties
There are 18, 500 children under the age of 14 die in traffic accidents each year in China, the mortality rate is 2.5 times higher than Europe, and 2.6 times higher than United States, traffic accidents have become the number one cause of death for children under the age of 14.

In the event of vehicle crash, using child safety seat can reduce child mortality by 71%.

Enhance the brand awareness

The influential activities effectively enhanced the awareness of Mercedes-Benz child safety seat, allowing Chinese consumers to fully understand the product;

Popularize safety philosophy

This event delivered the safety technology and high quality of the Mercedes-Benz child safety seat, making consumers believe in Mercedes-Benz brand, promoting the transformation of purchasing.

The event

Puna China used the best public relations event strategies to help Mercedes-Benz execute the event.

Location selected

The event was held in the Sky City children vocational experience center in Beijing.

Sky City children vocational experience center is the global leading professional experiential education center, which is the real second class and practice base for teenagers and young kids. It's also the "National Science Popularization Education Base".

Time selected

The event started from 10am to 3pm Saturday, December 17th, 2011.

Reasons for selecting the date

The date of December 17th avoids the busy New Year's day and Christmas holiday which are at the end of the month, so the event will be conducted in the mid-month. Saturday is rest period which is convenient for families and people from all walks of life to come to participate. The time between 10am and 3pm is the best time for families to go out and conductive for the event execution.

Attending guests

Attending guest covers from media representatives to Mercedes-Benz car owners. More than 74 people participating the event, including traffic safety experts, education specialists, auto industry experts, pediatricians, Mercedes-Benz car owners, potential customers, distributors media and others.

Time Table

The whole schedule is filled with relaxed, lively and friendly atmosphere, cleverly integrating safety knowledge and Mercedes-Benz child safety seat safety technology into games and performances, allowing the children to feel the interest and enhancing safety awareness. The time table below shows all the content about the event.

Event Logo Design

Invitation Letter Design

After-Event Media Strategy

Event Influence

This experience event has a positive impact on the invitees whose understanding of the brand is further deepened.

Car owners express: have a more comprehensive understanding of Mercedes-Benz brand, child safety seats are required safety equipment for going out.

Dealers express: this event has greatly boosted their confidence in the brand quality of Mercedes-Benz child safety seat.

Media express: this event is very inspiring for the medias, they will continue to monitor and report on child safety seats related topics.