Title	SMART POP UP BILLBOARDS
Brand	MERCEDES-BENZ CARS VERTRIEB DEUTSCHLAND
Product/Service	SMART FORTWO
Category	A06. Posters
Entrant Company	BBDO GROUP GERMANY Dusseldorf, GERMANY
Advertising Agency	BBDO GROUP GERMANY Dusseldorf, GERMANY
Production Company	COBBLESTONE FILMPRODUCTION Berlin, GERMANY

Name	Company	Position
Wolfgang Schneider	Bbdo Group Germany Gmbh	Chief Creative Officer
Darren Richardson	Bbdo Düsseldorf Gmbh	Chief Creative Officer
Kristoffer Heilemann/Sebastian Hardieck	Bbdo Düsseldorf Gmbh	Creative Managing Director
Veikko Hille	Bbdo Düsseldorf Gmbh	Creative Director
Andreas Breunig	Bbdo Düsseldorf Gmbh	Art Director/Script/Director
Michael Reinhardt	Bbdo Düsseldorf Gmbh	Copywriter/Script/Director
Sebastian Schlosser	Bbdo Berlin Gmbh	Client Service Director
Benjamin Kraus	Bbdo Düsseldorf Gmbh	Junior Account Manager
Bernhard Burg	Bbdo Düsseldorf Gmbh	Director Print Production
	Pflanz Produktionsservice/Berlin	Print-production
Anuschka Wallé	Bbdo Düsseldorf Gmbh	Agency Producer
Steffen Gentis	Bbdo Group Germany Gmbh	Chief Production Officer
Nadine Zilliges		Photographer
	Craftwork/Düsseldorf	Post Production Company
	Studio Funk/Düsseldorf	Audio Production House
Oli Krasemann/Juri Wiesner	Cobblestone	Producer
Timo Kockmeyer/Marco Manzo	Studio Funk/Düsseldorf	Sound Engineer
Kevin Krefta	Craftwork	Editor
Yannick Bonica/Patrick Wiesner		Director Of Photography
	Max Leppinus Gmbh/Birkenwerder	Setting

Brief Explanation

The smart 'Pop Up Billboards' idea is aiming at motorists living in metropolitan areas that are consciously aware of the decreasing availability in parking space and hence decide to invest in smaller cars to keep flexibility but evolve alongside modern cities. smarts values are having fun in the city based on its core benefits over other cars, size and flexibly, playing with the idea of innovation and pioneering of their future oriented customers.

The Brief

The brief from the client was to trigger awareness for the benefits of the smart in the urban environment, mainly in Germany. As cars are getting bigger and bigger over the years, parking spaces are getting more and more scarce in major cities especially with parking lots being designed for cars dating back 20-30 years. Because of its size and versatility, the smart is the truly ideal city car for commuting and daily routines.

How the final design was conceived

Due to the fact that real parking smarts represent the productshot 'on' the billboards and correspond to the particular context, each billboard becomes unique. The classical, strong fixed medium 'billboard' was specially converted for mobile, temporary use. The size of the posters was exactly matched to the average size of the smarts. For illumination special devices were installed.

Indication of how successful the outcome was in the market

The streets in the center of Berlin are one of the most crowded places in Europe. Thousands of pedestrians and drivers were drawn to the brand, the product and its message just by passing the billboards that were suddenly arranged. Higher attention was achieved because of the uncommon placements of a common medium and the integration of a living product in its daily routine. During and shortly after the campaign smart dealers in Berlin and nearby cities reported a distinct increase of purchase requests including test drive registrations of approximately 20%. At the same time the smart website got a significant increase of visitors with direct enquiries. Based on local ips daily requests increased of 25% during the campaign. After all, sales in the Berlin area increased by almost 5% compared to the same period of the year before. Even outside of Berlin the smart billboards popped up. On social platforms like Facebook and Twitter plenty users spread the campaign by posting the images they made in the streets of Berlin.