| Title | OFFROAD |
| Brand | DAIMLER / SMART |
| Product/Service | SMART FORTWO |
| Category |
A01. Creative Effectiveness |
|
Entrant Company
|
BBDO GROUP GERMANY Berlin, GERMANY
|
|
Advertising Agency
|
BBDO GROUP GERMANY Berlin, GERMANY
|
|
Production Company
|
BIGFISH FILMPRODUKTION Berlin, GERMANY
|
Credits
| Wolfgang Schneider |
Bbdo Group Germany Gmbh |
Chief Creative Officer |
| Jan Harbeck/David Mously |
Bbdo Berlin Gmbh |
Creative Managing Director |
| Ton Hollander/Jens Ringena/David Mously |
Bbdo Berlin Gmbh |
Creative Director |
| Jan Lorenz/Daniel Schweinzer |
Bbdo Berlin Gmbh |
Art Director |
| Momme Clausen/Lukas Liske |
Bbdo Berlin Gmbh |
Copywriter |
| Silke Rochow |
Bbdo Berlin Gmbh |
Agency Producer |
| Steffen Gentis |
Bbdo Group Germany Gmbh |
Chief Production Officer |
| Dirk Spakowski |
Bbdo Berlin Gmbh |
Managing Director |
| Sebastian Schlosser |
Bbdo Berlin Gmbh |
Client Service Director |
| Jan Hendrik Oelckers/Joris Jonker/Steffen Günther |
Bbdo Berlin Gmbh |
Account Manager |
| Henri Rehorek/Hani Selim |
Bigfish Filmproduktion Gmbh |
Producer |
|
Candy Mountain/Berlin |
Post-production Company |
| Dominic Orphall |
Candy Mountain/Berlin |
Producer |
| Daniel Warwick |
C/O Bigfish |
Director |
| Michael Schreitel |
C/O Bigfish |
Director Of Photography |
|
Eardrum Music/Sound Design |
Music/Sound Design |
| Marty Schenk |
|
Editor |
Brief Explanation
Maverick turned mainstream:
smart was launched as a revolution in city mobility in 1998. With only 2,69m and the smallest turning circle it was the ultimate city car. In its 17 years smart has seen two new models and facelifts. The communication was focussed on highlighting improved features. The consequence: in two decades smart had shifted from a disruptive pioneer to a functional city car. In 2013 smart faced a dramatic sales decrease. The key drivers:
1. Demand for new cars had been satisfied by a governmental incentive in previous years
2. With car sharing solutions, strong competitors were on the rise
3. The new smart out in 2014 had already been officially announced
4. VW Group had made a strong push into the micro-car-segment
Engaging with the next generation:
The goal was to give Generation Y a reason to engage with the ultimate city car and choose it as their solution for urban mobility.
Activating the inner rebel:
Generation Y is characterized by questioning the status quo and shaping the future.
They are accustomed to smart as a functional city car. That’s not the true nature of smart. It was launched as a disruptive challenger.
The mind-set match of questioning the unquestioned between Generation Y and the core of the smart brand was our creative springboard. We wanted to re-invigorate the pioneering spirit of smart and activate our Audience’s inner rebel.
David vs. Goliath:
We advertised smart by telling the David vs. Goliath-story of the ultimate city car. The campaign theme: smart - as good off-road as an off-roader in the city.
On an executional level we disrupted an automotive industry taboo: Dramatizing the car’s weaknesses. This content strategy was at first brought to life via the ‘Offroad’ TVC. The digital and tactical amplification was then realised at every relevant touchpoint along the path to purchase.
Buzz & Boost:
The smart David vs. Goliath story opened minds and activated Gen Y’s inner rebels. The result: a social media hype in Germany boosting smart’s social media reach and recruiting more facebook-fans than ever before. More importantly the campaign also managed opened wallets. The dramatic downward sales trend was reversed into a sales increase, exceeding segment performance and outperforming key competitors. The success demonstrates: People engage around purpose not a product and brand story-telling can bring that across in a value-generating way.