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Mercedes-Benz: The Reinvention of Pretty - Case Study
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Mercedes-Benz in partnership with Team X Thailand has launched this groundbreaking campaign to end 30 years of harassment directed at Thailand’s booth babe industry “The Pretty”. Think about a car show, besides the cars, what else do you expect to see? Motor shows are one of the biggest events for the automotive industry, but not all attendees come to see the latest in cars. Many also come to see the booth babes, also locally known in Thailand as the “Pretty”. Thailand’s motor shows have been featuring “Pretty” for over 30 years and several of the women have since disclosed the dark truth that comes along with memorizing car scripts, wearing short dresses and bright red lipstick, namely verbal and physical abuse. Others have been raped, stalked, and even killed. With an aim to stop this abuse and present a new way forward, Mercedes-Benz announced on their screen at this year’s Bangkok International Motor Show to 1.5 million viewers that they would no longer use “Pretty” at car shows. Instead ‘Pretty’ will evolve into “Digital Guides”, a virtual role for both genders, eliminating sexy attire at motor shows and introducing a new and exciting digital interface that creates a safe and enjoyable environment for both male and female car presenters.
Business Director: Sirimanat Runghirunskul Related |
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