HouGarden X Mercedes-Benz

In an innovative cross-industry move, HouGarden partnered with Mercedes-Benz North Shore to stage an invite-only automotive showcase for affluent Chinese-speaking buyers. The concept blended premium brand theatre with real-time digital engagement, demonstrating how legacy marques can meet modern, multicultural audiences where they already research, compare, and decide.

Pre-event, HouGarden ran a targeted online push across its multilingual platform and social channels, using transcreated—not merely translated—creative to highlight design, safety, technology, and ownership benefits. RSVP flows were mobile-first, capturing preferences (models, finance options, test-drive interest) to personalise on-site experiences. A content runway of short videos, carousels, and expert explainers built anticipation while filtering for genuine intent.

The offline showcase delivered a high-touch experience: curated model line-ups, bilingual product specialists, and QR-enabled collateral linking directly to spec sheets, finance calculators, and booking forms. Live posting and interactive polls connected the showroom to HouGarden’s online audience, turning in-person moments into shareable digital touchpoints.

Outcomes included a clear lift in qualified enquiries, deeper engagement with specification and finance content, and more precise first-contact questions—signals of purchase readiness rather than casual browsing. Just as importantly, the brand gained richer audience insights to inform media planning, event formats, and dealership follow-ups.

Building on the success, the partners plan seasonal editions aligned to product launches and community calendars, with expanded O2O features such as timed test-drive routes, VIP previews, and creator collaborations. The model is simple but powerful: premium storytelling online, personalised service offline, and a closed loop of data that turns attention into action.