Title	THE DANCING TRAFFIC LIGHT
Brand	DAIMLER / SMART
Product/Service	SMART
Category	B02. Consumer Products (incl.Durable Goods)
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
Ton Hollander/Jan Harbeck	Bbdo Berlin Gmbh	Executive Creative Director
Lukas Liske/Daniel Schweinzer	Bbdo Berlin Gmbh	Creative Director
Daniel Schweinzer	Bbdo Berlin Gmbh	Art Director/Illustrator
Lukas Liske	Bbdo Berlin Gmbh	Copywriter/Script
Jens Fauth	Bbdo Berlin Gmbh	Managing Director
Anne Hohmann/Mike Kannowski	Bbdo Berlin Gmbh	Digital Account Manager
Alexander Geier	Bbdo Berlin Gmbh	Agency Producer
Steffen Gentis	Bbdo Group Germany Gmbh	Chief Production Officer
	Candy Mountain	Post Production Company
	Audioforce Gmbh	Music/Sound Design/Audio Production
Jule Everts/Sebastian Cordes/Brain Bourke/Helge Wallrodt/Thomas Süss		Producer
	Goldfellas	Composer
Marten Persiel	C/O Bigfish	Director
Nicolai Von Graevenitz	C/O Bigfish	Director Of Photography
Thomas Appl/Nina Chmielewski		Editor
Mike Bothe		Visual Effects
Andrew Watson	Minivegas	Interactive Director
	Minivegas	Installation Design/Development

The Campaign

Challenge/Objective: smart has made it their mission to find new solutions for urban problems. Instead of only claiming this, we wanted to prove it in real life. Strategy: Statistics show that people are impatient – that makes traffic lights the most dangerous spots for pedestrians in the city. In the U.S. and Europe combined over 10,000 people die each year due to wrong behaviour while crossing the street. Based on our research we wanted to make people aware of the problem by finding a real solution that would spread the word. Idea/Execution: We developed a traffic light where people love to wait: with a dancing red traffic light man. In a dance box passersby could chose from a music genre and slip into the role of the red man. Their movements where brought to the traffic lights in realtime. Outcome: The dancing traffic light immediately became an attraction in Lisbon. The online film reached over 10 million views and ranked number 2 in the German viral video charts 2014 with over 250.000 shares. Worldwide press coverage including 20 TV channels and a total of 440 million media impressions. It became part of the official Google review 2014 'Year in Search'. We received requests from 5 cities to implement the idea. But most importantly: 81% more people than before waited at the red light. Why PR Lions The Dancing Traffic Light was created as a PR story to communicate the brand's mission: finding innovative solutions for urban problems.

The Brief

smart wanted to create a powerful PR story that would shift people's perception from a mono product brand (smart fortwo) to a brand with a mission that cares about the way we live in our cities – and at the same time implement a new behaviour.

Execution

The installation was implemented at a big public crossing in Lisbon, Portugal in July 2014. Hidden cameras filmed people's reactions. A documentary film was then used to spread the idea. Since most potential smart buyers share interests in similar fields like urban lifestyle, design and music, we made sure that we would talk to the right kind of people. The idea led to worldwide news coverage and went viral with over 10 million earned views (organic reach).

Output/Awareness: - 10+ million video views on Youtube - Overall impressions: 440 million media impressions - Type of media: 20 TV stations, more than 30 radio stations, 240 articles in online press and relevant blogs - Target audience: 100 million impressions - Part of the official Google Review 2014 'Year in Search'(32 million views alone) - Requests from 5 cities to implement the idea - 81% more people waited than before Knowledge/Consideration: - Coverage depth: 29 years of viewtime (video) - Traditional media: favourable mentions: 100%, unfavourable mentions: 0% - Social media: favourable mentions: 98%, unfavourable mentions: 2% Action/Business Impact: - YouTube followers: Increase of 31% directly linked to the idea - Facebook Fans: Increase of 19% during campaign period - More than 250.000 social media shares - Average site traffic increase of 170% at www.smart.com during the campaign - Most successful product launch in the history of smart

The Strategy

Statistics show that traffic lights are the most dangerous spots for pedestrians in the city. In the U.S. and Europe combined over 10,000 people die each year due to wrong behaviour while crossing the street. Based on our research we wanted to prove smart's brand mission by finding a real solution that would spread the word through PR.