ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2022 ONE Asia - Public Relations

The Reinvention of Pretty

Agency Team X Thailand / Bangkok + BBDO Bangkok / Bangkok

Client Mercedes-Benz Thailand
BACK TO RESULTS

Annual ID

OA22_PR003M

Description

Bangkok International Motor Show is one of the public automotive sales exhibitions happening once or twice a year in Thailand. In this event, the “Pretty” aka “Booth Babe” is employed by car brands to welcome the audience to their booths with their pretty face and body accompanying the car products. They became a symbol of the events that some groups of people usually enjoy coming to the auto show just to enjoy their pretty face and sexy body. Many times the "Pretty" are not treated with respect. What happened to them after the show was brutal. While on duty, all the eyes were on them, on their bodies. Sometimes they were harassed with words, actions, sights, which they do not deserve. Some got a sexual harassment call while many of them got seduced and raped. Some got swindler offers, and others ended up dead. With more than 1.5 millions visitors during 12 days of the event, Mercedes-Benz hijacked the scene of the event and made a statement with a film displayed on a gigantic screen that they will be first car brand cancel the culture of "Booth Babes" or "Pretty" and re-invent a new job called “Digital Guide”, a solution to stop harassment that's been happening to "Pretty" for 30 years. The digital guides are open to all genders, wear smart outfit instead of sexualized clothing and are highly knowledgable about cars with digital tools. 2,102 units have been booked during the sales event. 100% earned media and 10 million free PR values with 85 news coverage approximately 10million Thai baht. 1,578,898 Eyeballs watched in the event. 20 Million impressions with 30 Millions engagements gained from online channel including social media. #NoMorePretty became trending on Twitter and Facebook. More than 200 pretties have applied to be “Digital Guide”