| Title | SMART SPACE WARS |
| Brand | MERCEDES-BENZ PORTUGAL |
| Product/Service | SMART FORTWO |
| Category |
B01. Use of Screens |
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Entrant
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BBDO PORTUGAL Lisbon, PORTUGAL
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Idea Creation
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BBDO PORTUGAL Lisbon, PORTUGAL
|
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Production
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ILLUSIVE Lisbon, PORTUGAL
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Additional Company
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PIX MIX Lisbon, PORTUGAL
|
Credits
| Rui Silva |
BBDO Portugal |
President & CCO |
| Marco Pacheco |
BBDO Portugal |
Creative Director |
| Pedro Vicente |
BBDO Portugal |
Art Director |
| Pedro Gonçalves |
BBDO Portugal |
Copywriter |
| Rita Bastos |
BBDO Portugal |
Board Account Director |
| Duarte Azevedo |
BBDO Portugal |
Account Executive |
| Rita Mesquita |
BBDO Portugal |
Junior Account Executive |
| Ana Rondão |
BBDO Portugal |
Producer |
The Campaign
“Star Wars” is all about wars taking place in space. smart, the car brand, is an everyday soldier in a war over space. Parking space, to be more precise. That’s where the line “In the space war there’s only one winner” came from. Then came the smart troopers and their dark lord.
Creative Execution
We had to be where the action was. We had to be inside the movie theatre, where an advertising war was also taking place. So the cinema screen was our main media channel, although 250.000 people also watched our film online. During the first weeks of the “Star Wars: The Force Awakens” screenings nationwide, everyone in the room saw “Space Wars” for smart before the main feature.
“Star Wars: The Force Awakens” set a new record for the most watched Disney movie in Portugal: more than 500 million people saw it in theatres. During the first two weeks, 250.000 watched our own “Space Wars”, for smart. It was also seen online more than 250.000 times. Among almost 30 minutes of commercials shown before the premiere and the days after that, “Space Wars” was the piece people remembered and enjoyed the most. As a consequence of a respectful and crafted work, our film travelled to Spain and the United States to be watched in movie theatres all over each country.
The movie theatre is the place where every Star Wars movie belong. So, if we wanted smart to steal the show from official sponsors and every other brand trying to jump on the Star Wars’ bandwagon, we had to do it in the movie theatre. That’s exactly what we did. We screened our tribute right before each and every “Star Wars: The Force Awakens” screening.
Insights, Strategy and the Idea
Our target audience was made of everyone who helped selling out movie theatres nationwide to watch “Star Wars: The Force Awakens”. Our strategy was to meet them where and when their emotions ran wild and free: at the movie screening. We bought space before each and every screening and hoped they enjoyed our 30 seconds among nearly 30 minutes of non-stop advertising. We had to be respectful and astonishing.