Background
In 2017, AMG, the sub brand of Mercedes Benz producing high-performance cars, was introducing an all new product line of the 43 series to China. But the China market had a misperception of the upcoming 43 series and some feared that the imagery of the 63 series and 65 series, as well as the overall AMG brand, would be dragged down. Meanwhile, with only one quarter to realize a very optimistically large sales goal, the challenge was clear: how were we to launch the 43 series with enough credibility and excitement to build sales momentum?

Idea
We played with the unique and aggressive exhaust sound of the 43 series to excite Chinese consumers, making it as if a T-Rex had come to life and its roar was causing panic in the city. That brought the typical AMG masculine and beastly feeling to the market, and the special roaring sound became the unique signature of the 43 series.

Result
The word about the stunt quickly spread, and more and more fans of high-performance cars fell for the 43 series, which has accounted for more than 50% of AMG sales since its launch.