| Title | #SMARTEFFECT |
| Brand | MERCEDES-BENZ PORTUGAL |
| Product/Service | SMART FORTWO |
| Category |
A01. Use of Promotional Events & Stunts |
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Entrant Company
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BBDO PORTUGAL Lisbon, PORTUGAL
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Advertising Agency
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BBDO PORTUGAL Lisbon, PORTUGAL
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Media Agency
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COMON.PT Lisbon, PORTUGAL
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Production Company
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JACK THE MAKER Lisbon, PORTUGAL
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Production Company 2
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WONDR Lisbon, PORTUGAL
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Production Company 3
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PIX MIX Lisbon, PORTUGAL
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Credits
| Rui Silva |
BBDO Portugal |
President/CCO |
| Marco Pacheco |
BBDO Portugal |
Creative Director |
| Ruben Rodrigues |
BBDO Portugal |
Art Director |
| André Pereira |
BBDO Portugal |
Copywriter |
| Rita Bastos |
BBDO Portugal |
Account Director |
| Ana Rondão |
BBDO Portugal |
Agency Producer |
The Brief
The brief was very clear, to demonstrate to non-smart drivers the benefits of driving a smart in its natural terrain: The city. Our strategy was to emphasize one unique smart attribute: Easy parking. Those who drive a smart know that magical feeling, but non-smart drivers don’t. So, in order to do that, we had to go to the streets and demonstrate it in real time and in a real parking space.
Campaign Success
The #smarteffect is all about demonstrating to non-smart drivers the benefits of driving a smart in the city. Easy parking is a unique attribute of smart and we wanted do emphasize that in a true urban environment. So we build two very special cars, which could shrink in real time, right there on the spot. For two days we parked our two special cars with a vacant space between them in two busy streets of Lisbon. All we needed to do now was wait for the drivers to come. And sure they did. We filmed all the live action, created a video and shared it online. The videos would lead people to a landing page where they could see more content and even book a smart test drive.
Describe the success of the promotion with both client and consumer including some quantifiable results
The results: 200 drivers surprised live on the spot and hundreds of onlookers impacted. Online, the #smarteffect video had a cool 2 millions views in Portugal alone, smart had 648% increase in social media followers in the first 3 days and the smart landing page raised more than 1000 new leads. Last but not least, 171 cars sold in the first 3 weeks. And counting.
Explain why the method of promotion was most relevant to the product or service
The #smarteffect was a live stunt that took place in some busy streets of Lisbon, aimed at drivers that don’t drive a smart. We built two special cars that could shrink in real time and on the spot, as the non-smart drivers tried to park in between them. After watching the two cars shrink in a magical way, the non-smart drivers could read our message printed in one of the cars: “Suddenly the city makes room. This is how it feels to park a smart.” By doing this live, we emphasized an unique smart attribute, easy parking, promoting it in real time and in a real urban environment.