Title	SMART "SOCIAL LEASING"
Brand	DAIMLER AG, SMART MM
Product/Service	SMART FORTWO, SMART FORFOUR
Category	D01. Acquisitions
Entrant	BBDO GROUP GERMANY Berlin, GERMANY
Idea Creation	BBDO GROUP GERMANY Berlin, GERMANY
Production	MUTTER&VATER FILMPRODUKTION Berlin, GERMANY
Production 2	CRAFTWORK Düsseldorf, GERMANY

Name	Company	Position
Wolgang Schneider	BBDO Group Germany GmbH	Chief Creative Officer
Jan Harbeck	BBDO Berlin GmbH	Creative Managing Director / Executive Creative Director
Ton Hollander	BBDO Berlin GmbH	Creative Managing Director
Michael Schachtner	BBDO Berlin GmbH	Executive Creative Director
Lukas Liske, Daniel Schweinzer, Fedja Kehl, David Missing, Michael Hodel, Annika Stierl, Daniel Maurer	BBDO Berlin GmbH	Creative Director
Nicolas Molès, Shelley Lui	BBDO Berlin GmbH	Art Director
Kyra Nenz	BBDO Berlin GmbH	Copywriter
Benjamin Trogisch, Stefan Kretz, Philippe Schott	BBDO Berlin GmbH	Digital Concept
Jens Fauth	BBDO Berlin GmbH	Managing Director
Jan Hendrik Oelckers	BBDO Berlin GmbH	Client Service Director
Anne Hohmann, Alexander Glasneck	BBDO Berlin GmbH	Account Director
Mike Kannowski, Jeannette Stegemann	BBDO Berlin GmbH	Account Manager
Silke Rochow, Alexander Geier	BBDO Berlin GmbH	Agency Producer
Steffen Gentis	BBDO Group Germany GmbH	Chief Production Officer
David Müllenborn	CraftWork	Producer
Uta Wittchen	Studio Funk	Producer
Roland Vietz, Lillian Rose	MUTTER & VATER PRODUCTIONS GMBH	Producer
-	ARRI Mitte / CraftWork	Post Production Company
Mathias Knöfler	ARRI Mitte	Producer
-	Studio Funk GmbH & Co. KG	Music/Sound Design, Audio Production House
André König, Julia Maßmann	Studio Funk Berlin	Sound Engineer
Werner Richard Heymann, Robert Gilbert	-	Composer
Max Millies	c/o MUTTER & VATER PRODUCTIONS GMBH	Director
Alessandro Rovere	-	Director / Director of Photography
Philip Kaminiak	c/o MUTTER & VATER PRODUCTIONS GMBH	Director of Photography
Philipp Thomas	-	Editor
Chris Weingart	c/o ARRI Mitte	Visual Effects
Till Markull	CraftWork	Editor / Animation
-	Sasha Robertson Casting Ltd.	Casting

The Campaign

smart presents: social leasing. An utterly new leasing model where you don’t pay with money – but with test drives. The simple principle: Let 10 of your friends drive with your smart every month – and you drive for free.

Creative Execution

A social media campaign raised awareness for the innovative leasing model – supported by an online film that people could use to activate their social contacts. The message: “You do a lot for your friends – it’s about time they do something for you.“ The registration period started in 11/2015. In 2/2016 the first cars where handed over to the first social leasing drivers.

Results

- Facebook reach: > 9 million - Video views: 4 million - At the end of the launch phase we had 450 applicants per car. - Social leasing cars are now on the road everywhere in Germany, their owners are generating hundreds of test drives every month for smart without further investment - A social leasing test drive is 80% cheaper for smart than a regular test drive

The smart social leasing campaign was designed to create a direct response from the candidates. To take part in the program, users had to register on a campaign landing page. The innovative leasing model involves users directly as ambassadors and even integrates them actively into the sales funnel.

Our insight: actual smart owners are our best ambassadors. And their friends are most likely among the target group, too. Our strategy: we used the power of social networks to generate test drives right in the target group. To apply for smart social leasing, candidates had to prove their “social solvency“ by gathering 50 supporters among their friends on facebook in advance.