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.
Describe how the promotion developed from concept to implementation
Instead of just making test drives, we created an entertaining game: smart DJ - the world’s first turntable test drive. 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 spread this game to a wide audience and make people curious to take part in the test drive, we debuted smart DJ on one of the most prominent shows on German prime-time TV. Supported by the buzz that followed, smart DJ started its tour throughout Germany.
Describe the success of the promotion with both client and consumer including some quantifiable results
smart DJ was a success. The 16 minutes in which smart DJ aired 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 and gave everyone the chance to experience the smart ed’s driving pleasure firsthand. The result: smart DJ helped increase the sales by 250% compared to the previous quarter.
Explain why the method of promotion was most relevant to the product or service
The smart ed accelerates fast, drives silently and has an extra small turning radius. To show these features at once, we invented a virtual turntable that is controlled by a smart electric drive: smart DJ - the world’s first turntable test drive.
By turning a test drive into a game which plays with the elements of DJ culture, we stayed true to the smart image: a progressive brand with a young appeal which represents an urban lifestyle. This made smart DJ the perfect way to show that the smart electric drive is all about fun.