Title	THE MONSTER-SMART LAUNCH
Brand	DAIMLER / SMART
Product/Service	SMART
Category	A09. Launch or re-launch
Entrant Company	BBDO GROUP GERMANY Berlin, GERMANY
Advertising Agency	BBDO GROUP GERMANY Berlin, GERMANY
Production Company	BIGFISH FILMPRODUKTION Berlin, GERMANY

Name	Company	Position
Wolfgang Schneider	Bbdo Group Germany Gmbh	Chief Creative Officer
Jan Harbeck/David Mously	Bbdo Berlin Gmbh	Creative Managing Director
Jan Harbeck/Ton Hollander	Bbdo Berlin Gmbh	Executive Creative Director
Lukas Liske/Daniel Schweinzer	Bbdo Berlin Gmbh	Creative Director
Daniel Schweinzer	Bbdo Berlin Gmbh	Art Director
Lukas Liske	Bbdo Berlin Gmbh	Copywriter/Script
Jens Fauth	Bbdo Berlin Gmbh	Managing Director
Anne Hohmann/Mike Kannowski	Bbdo Berlin Gmbh	Digital Account Manager
Silke Rochow/Alexander Geier	Bbdo Berlin Gmbh	Agency Producer
Steffen Gentis	Bbdo Group Germany Gmbh	Chief Production Officer
	Candy Mountain/Berlin	Post Production Company
	Mokoh Music/Berlin	Music/Sound Design/Audio Production
Jule Everts/Jakob Rühle/Helge Wallrodt	Bigfish/Candy Mountain	Producer
Daniel Warwick	C/O Bigfish	Director
Casey Campbell	C/O Bigfish	Director Of Photography
Kai Kniepkamp		Editor
	Lug Und Trug/Berlin	Animation
Jessica Meyer/Edyta Kopcio		Make-up Artist/Styling
Claudia Sembach		Setting
Dee Bee Phunky		Casting

The Campaign

Challenge/Objective: Before the launch of the new generation of smart cars we wanted to both create awareness and trigger a discussion on city cars in general. Research/Strategy: Before the world premiere of the new smart people were afraid the small city car would get bigger. To create even more buzz we decided to add fuel to the fire. Idea/Execution: One week before the world premiere we published an absurd teaser film announcing a huge MONSTER-smart on the official smart Youtube channel. Online media took up the subject immediately. When the discussion started, we fueled it even more with a second film of a real focus group of people who where asked about the concept. The campaign led viewers to www.smart.com where the real new smart was revealed via livestream on July 16th. Outcome: The MONSTER-smart Launch campaign created massive awareness for the world premiere of the real new smart. Within few days the video was ranked #1 in the German viral video charts in the week before theworld premiere (Source: 'Unruly'). It triggered discussions in social media and was covered by countless car blogs and online magazines. The effect: on the day of the world premiere web traffic at www.smart.com reached an all-time high. Why PR Lions: The MONSTER-smart Launch was created as a PR story one week before the world premiere to raise awareness in the public and trigger a discussion on city cars in general.

The Brief

smart wanted to create a powerful PR story that would raise awareness for the world premiere and make people talk about the purpose of city cars.

Execution

One week before the world premiere we published an absurd teaser film announcing a huge MONSTER-smart on the official smart Youtube channel. Online media took up the subject immediately. When the discussion started, we fueled it even more with a second film of a real focus group of people who where asked about the concept. The campaign led viewers to www.smart.com where the real new smart was revealed via livestream on July 16th.

- Over 500,000 views within few days - 61 million media impressions - Type of media: 150 articles in online press and relevant blogs Knowledge/Consideration: - Coverage depth: 2,5 years of viewtime - Traditional media: favourable mentions: 98%, unfavourable mentions: 2% - Social media: favourable mentions: 92%, unfavourable mentions: 8% Action/Business Impact: - Highest web traffic ever at www.smart.com on launch day (400% over expectation)

The Strategy

Before the world premiere of the new smart people in general and smart fans in particular were afraid that the small city car would get bigger. To create even more buzz we decided to add fuel to the fire.