Title	SMART "MOST OPEN TEST DRIVE"
Brand	DAIMLER AG, SMART
Product/Service	SMART FORTWO CABRIO 453
Category	A03. Cars & Automotive Products & Services
Entrant	BBDO GROUP GERMANY Berlin, GERMANY
Idea Creation	BBDO GROUP GERMANY Berlin, GERMANY
Production	MARKENFILM CROSSING Hamburg, GERMANY
Additional Company	BBDO LIVE Düsseldorf, GERMANY

Name	Company	Position
Wolfgang Schneider	BBDO Group Germany GmbH	Chief Creative Officer
Jan Harbeck	BBDO Berlin GmbH	Creative Managing Director
Ton Hollander	BBDO Berlin GmbH	Creative Managing Director
Michael Schachtner	BBDO Berlin GmbH	Executive Creative Director
David Missing, Fedja Kehl	BBDO Berlin GmbH	Creative Director
Shelley Lui	BBDO Berlin GmbH	Art Director
Kyra Nenz, Julian Stölting	BBDO Berlin GmbH	Copywriter / Script
Jan Hendrik Oelckers	BBDO Berlin GmbH	Group Account Director
Lindsay Jönsson	BBDO Berlin GmbH	Account Director
Sonja Ruschke	BBDO Berlin GmbH	Account Manager
Stefan Bader, Silke Rochow	BBDO Berlin GmbH	Agency Producer
Steffen Gentis	BBDO Group Germany GmbH	Chief Production Officer
Oliver Hack, Alexander Husche	Markenfilm Crossing	Producer
-	ARRI Mitte, CraftWork	Post Production Company
Julia Dobler	ARRI Mitte	Producer
-	Nordmeister	Music/Sound Design
Malte Hagemeister, Kristian Nord	-	Composer
-	Studio Funk Berlin	Audio Production House
Julian Maßmann	Studio Funk Berlin	Sound Engineer
Uta Wittchen, Nicole Leibner	Studio Funk Berlin	Producer
Kai Sehr	c/o Markenfilm Crossing	Director
Björn Knechtel	c/o Markenfilm Crossing	Director of Photography
Sven Duncker	-	Editor
Martin Poggenclaas, the makery	-	Visual Effects
-	Orange Films Cape Town	Setting
-	Deep Blue, Orange Films Cape Town	Casting

The Campaign

Our solution: "the most open test drive", a live test drive event in which we determine whether the contestants are as radically open as the new smart fortwo cabrio. Connected to a lie detector, the driver has to answer questions in the face of her or his best friends, beloved ones or family members. Only those who answer these questions openly and honestly have a chance to win because once a lie is exposed by the lie detector, the roof closes and the test drive is over.

Creative Execution

The advert was first released on the 18th of February on YouTube, followed by smart European key markets – such as Germany, Portugal, Italy, Spain and France – who started posting it on their own national Facebook channels on the 1st of March.

Results

The test drive created buzz at the event location, fascinating not only the 18 test drive teams, but several hundreds of spectators who visited the event in the center of Cape Town. Even more importantly, smart key markets of Europe – such as Germany, Italy, Spain, France and Portugal – have picked up on the idea of making it the core element of the campaign on their social media channels to generate more test drives. In numbers: - Reach in total: 2.981.464 (still counting) - 30% increase in Fans for the smart Germany fan page.

The goal for the “Most Open Test Drive” was to get the target group interested in the new smart fortwo cabrio and create more test drives all over Europe. In order to achieve that, 15 second teasers were shown on Facebook, which linked to the smart website. There you would find the whole video and a test drive contact form which connected you to your local dealer.

The goal of the “Most Open Test Drive” was to raise awareness for the new smart fortwo cabrio in the target group, which consisted of young, mostly highly educated, urban avant-garde milieus from European metropolitan areas.