Title	SMARTFORSTORE
Brand	MERCEDES-BENZ
Product/Service	SMART
Category	D03. Launch / Re-launch
Entrant	GRUPPO RONCAGLIA Rome, ITALY
Idea Creation	GRUPPO RONCAGLIA Rome, ITALY

Name	Company	Position
Carla Leveratto	Gruppo Roncaglia	Creative Director
Rubens Coppi	Gruppo Roncaglia	Copywriter
Elisa Lucaccini	Gruppo Roncaglia	Videomaker
Lorenzo Lorato	Gruppo Roncaglia	Client Service Director
Fabio Belfiori	Gruppo Roncaglia	Account Supervisor
Serena Giovinazzo	Gruppo Roncaglia	Social Media Manager
Claudia Primerano	Gruppo Roncaglia	Account Executive
Simone Tricarico	Gruppo Roncaglia	Developer
Marco Fresta	Gruppo Roncaglia	Creative Supervisor
Andrea Troiani	Gruppo Roncaglia	Project Manager
Tia Portelli	Gruppo Roncaglia	Senior Account Manager

The Campaign

The idea is extremely simple: building a digital relationship, true and personal, between brand and customer. People can get into a showroom, not necessarily to buy, but to make an experience with the product: a car, a camera, a bicycle, etc.. finding a personal shopper to dialogue with. Potentialities of this kind of approach are infinite, not only in terms of market, but also in terms of evolutions, such as the virtual reality. We believe that this project can be considered as a further milestone towards a complete change of e-commerce and digital experience logics.

Creative Execution

It took more than a year. We built a team of almost 20 people, able all of the legal, fiscal, space and direction preparation issues. The creative team worked together with technicians to develop a really engaging experience and to develop a launch plan up to the event. The launch involved all of the digital properties with 14 different creativities contextualized to the single planned media and target. It all ended up with the first virtual open weekend, where the first car to be sold online was revealed.

Results

A new form of digital experience applicable to any e-commerce website and even to normal websites; to any product; to any event. We marked the beginning of a new road: once appreciated this level of direct experience, the customer will never want to go back. The first results? smart created the first e-commerce in the automotive marketplace with a live experience. Now in Italy,soon in every european division. It took only 3 weeks to sell the first car. 15cars sold in 2 months without discount or special promotion. 400,000 web site visits. 44 million people reached on Facebook and Instagram, 3,2 millions reached on Twitter. 8 millions digital audience reached by the online buzz on the most important media publications.

We brought the online purchasing experience to a further step, overcoming its limit: the depersonalization between customers and dealers. And we did it in a market, the automotive one, where the relationship between customers and dealer is extremely deeply rooted. We built the first physical dealer at the service of the web (www.smartFORstore.it), where the user can find, together with the car for sale, a personal shopper in live streaming to dialogue with. Anew digital experience where the customer finds all of the advantages of the e-commerce combined with the dealer ones, deleting all of the disadvantages.

A young digital addicted target with a medium- high purchase possibility ;usual customer of the biggest digital store. 2 strategic goal: reinforce smart positioning offering, for the first time in Italy, the possibility to purchase a car completely online, buying habit loved by our target and offer a product experience to maximize lead generation. The strategy is based on one insight: smart target wants everything and immediately. Car companies are still rooted on the old relationship procedures and respective call to action: “book an appointment”, “book a test drive”, etc. This procedures takes more or less 5-7days because of the quotation request, the confirmation, the appointment, etc..On smartFORstore, with a click you are into the dealer.