Title	BEING TWO IS ENOUGH
Brand	DAIMLER
Product/Service	SMART
Category	C02. CARS & AUTOMOTIVE SERVICES
Entrant Company	ALICE BBDO Istanbul, TURKEY
Advertising Agency	ALICE BBDO Istanbul, TURKEY

Name	Company	Position
Derya Tambay	ALICE BBDO	Creative Director
Ahmet Ulku	ALICE BBDO	Art Director
Mustafa Baripoglu	ALICE BBDO	Creative Group Head
Cengiz Pulgu	ALICE BBDO	Copywriter
Hasan Cetin	ALICE BBDO	Creative Group Head
Aylin Acar	ALICE BBDO	Account Director
Pinar Taskiran	ALICE BBDO	Account Director
Sedef Falah Ciloglu	ALICE BBDO	Account Manager
Hakan Dogru	ALICE BBDO	Photographer

The Brief

Observation shows that people who come to the smart fortwo showrooms bring with them their loved ones or close friends. The fact that smart fortwo is a two seat car inspired the idea to do something as a gesture to strengthen the relationship between the potential buyer and the companion. A special sunshade/sunblind was designed by using the visuals of legendary duos from the world of music, art, theatre, and/or politics. This sunshade/sunblind was sent to smart fortwo owners as a promotional item.

Creative Execution

The fact that smart fortwo is a two seat car inspired the idea to do something as a gesture to strengthen the relationship between the potential buyer and the companion.

Describe the creative solution to the brief/objective.

A special sunshade/sunblind was designed by using the visuals of legendary duos from the world of music, art, theatre, and/or politics. This sunshade/sunblind was sent to smart fortwo owners as a promotional item.

Results

The smart owners liked the promo gift and used them in their smart. Interaction and the traffic through web/e-mails and call center increased by around 20% thanks to the visibility caused by the sunshades. People who reached the showrooms or MBT wanted to know whether a new smart model is coming soon; although the aim was not to communicate a new model but just to strengthen the bond with our consumers.