| Title | SMART DJ |
| Brand | DAIMLER MBVD |
| Product/Service | SMART FORTWO ELECTRIC DRIVE |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Entrant Company
|
BBDO BERLIN, GERMANY
|
|
Advertising Agency
|
BBDO BERLIN, 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 |
|
Studio Funk Berlin |
Audio Production Company |
|
Mokoh Music/Berlin |
Composition |
Results and Effectiveness
smart DJ's debut on German prime time TV was a great success: the 16 minutes on 'Schlag den Raab' reached 2,6 MM viewers, a viewing rate of over 21 % and a media value of 1,4 MM EUR. This created a lot of attention in the media and word of mouth online. The buzz of smart DJ led to many excited participants at the test drive events that followed. smart DJ helped to increase the sales: Within a month after the debut, the sales of the smart ed went up ten times and within the last quarter of the year, by 250 %.
Creative Execution
To spread this game to a wide audience and make people curious to take part in the test drive event, we debuted smart DJ as branded entertainment content on German prime-time TV. As a suitable platform we chose 'Schlag den Raab' - one of Germany's most prominent game shows, because it combines competitive and playful elements, just like smart DJ does. Supported by the buzz that followed, smart DJ started its tour with test drive events throughout Germany, where our target audience could experience smart ed's driving pleasure firsthand.
Insights, Strategy and the Idea
Most people have a prejudice about electric mobility: they think it's just a way to save nature, but not to have fun. The challenge was to encourage those sceptics to take part in test drive events and experience smart ed's driving pleasure firsthand. Our strategy: instead of just making a normal test drive, we created an entertaining game. With smart DJ - the world's first turntable test drive, we dramatized the fun of electric mobility and transformed it into an experience beyond traditional advertising. 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.