| Title | SMART DJ |
| Brand | DAIMLER MBVD |
| Product/Service | SMART FORTWO ELECTRIC DRIVE |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
BBDO BERLIN, GERMANY
|
|
Contributing Company
|
BBDO BERLIN, GERMANY
|
|
Production Company
|
BRAINPOOL TV Cologne, GERMANY
|
Credits
| Wolfgang Schneider |
BBDO Germany Gmbh |
Chief Creative Officer |
| Jan Harbeck/David Mously |
BBDO Berlin Gmbh |
Creative Managing Directors |
| Ton Hollander/Tobias Feige/Daniel Haschtmann |
BBDO Berlin Gmbh |
Creative Directors |
| Shelley Lui/Daniel Schweinzer |
BBDO Berlin Gmbh |
Art Directors |
| Timo Fiebig/Lukas Liske |
BBDO Berlin Gmbh |
Copywriters |
| Sebastian Schlosser |
BBDO Berlin Gmbh |
Client Service Director |
| Steffen Schumann |
BBDO Berlin Gmbh |
Account Director |
| Gülcan Demir/Daniela Haake/Sandra Gesell |
BBDO Berlin Gmbh |
Account Manager |
| Silke Rochow |
BBDO Berlin Gmbh |
Agency Producer |
| Steffen Gentis |
BBDO Germany Gmbh |
Chief Production Officer |
| Christian Bornkessel |
|
Sound Engineer |
| Maximilian Duwe |
|
Director/Editor/Animation |
| Frank Restle |
|
Director Of Photography |
|
Mokoh Music/Berlin |
Composition |
The Campaign
Branded Entertainment is starting to gain popularity in Germany due to its capability of reaching the customer on a subliminal emotional level. Nevertheless, the concept is still in its infancy, since it was only fully allowed beginning from 2010. Nowadays, Branded Entertainment is still an exception and not a tool which is generally used in Germany. One of the main reasons are the legal restrictions, such as the inclusion of an obligatory disclaimer.
Results
The smart ed represents real driving pleasure because of its fast acceleration, silent driveability and extra small turning radius. The challenge was to dramatize this feature and transform it into an experience beyond traditional advertising. We came up with a solution that positions the smart ed in an entertaining way and encourages
our target group to take part in test drives afterwards: smart DJ - the world's first turntable test drive. This idea combines the advantages of the smart ed in one game. The setting: The smart ed drives in circles on a giant virtual vinyl record. The principle: The faster the smart, the faster the music. The goal: reach the correct speed to guess the song.
To present this idea to a wide audience, we debuted smart DJ on 'Schlag den Raab', one of Germany's most popular game shows on Saturday prime time TV. The resulting media buzz was used to expand the idea with test drive events throughout the country, where viewers had the chance to experience the smart ed's driving pleasure firsthand.
smart DJ debuted as a branded entertainment format on „Schlag den Raab“, one of the most popular German game shows on Saturday prime-time TV. In each episode, an opponent challenges Stefan Raab (the creator and star of the show) in 15 games – one of which was smart DJ.
“Schlag den Raab” was the perfect platform to showcase driving pleasure of the smart electric drive in a playful and competitive environment. smart DJ was a success - it was the game with the highest viewing rate throughout the episode.
smart DJ was a success. The 16 minutes in which smart DJ aired represented the highest viewing rate during the entire episode of 'Schlag den Raab'. It reached 2,6 MM viewers, viewing rate of over 21 % and a media value of 1,4 MM EUR. This created a lot of attention in the media, word of mouth online and helped increase sales by 10 times compared to the month before. The buzz of smart DJ led to many excited participants at the test drive events that
followed and gave everyone the chance to experience the smart ed's driving pleasure firsthand.