Mercedes-Benz (MB) was well established in the Chinese market, with sales performances gradually improving, but felt the need to boost its corporate image as well as government relations.

H&K China suggested the best way to achieve this goal would be to embark on a CSR program, since the company had no such undertakings in the country. After extensive research, H&K initiated a comprehensive campaign, putting forward a full-scale three-year CSR program MB could pursue and sought a credible partner, which was approved by the client and put into action. MB would focus on environmental protection in China.

A multi-waved PR campaign was initiated to generate awareness on the "Mercedes-Benz Green Legacy Program". Mercedes-Benz (China) became UNESCO's key partner in natural heritage preservation in China, donating 1 million RMB for the 1st year and committing to increase donations in the next two years. There was also a high-level cooperation with the Ministry of Construction and Sichuan Giant Panda Sanctuaries in Ya'an (the program's 1st beneficiary). The program was officially launched in September 2007, followed by a media visit-cum-workshop to Ya'an. Staff programs were also initiated to generate buzz and garner support among employees.

News received positive coverage in leading national TV, print and online with key messages featured. H&K led the establishment of working relationship with UNESCO and ensured continued close coordination and updates to UNESCO officials. The launch event messaging and execution laid a sound foundation for MB's new CSR initiative and its credible partnership with UNESCO clearly differentiates itself from competitors.