Title	THE SMALLEST CAR DEALERSHIP EVER
Brand	MERCEDES-BENZ PORTUGAL
Product/Service	SMART FORTWO
Category	B06. Use of Ambient Media: Large Scale
Entrant	BBDO PORTUGAL Lisbon, PORTUGAL
Idea Creation	BBDO PORTUGAL Lisbon, PORTUGAL
Production	BRAND ENERGY Lisbon, PORTUGAL
Production 2	ANIDAS PÓVOA DE SANTA IRIA, PORTUGAL
Production 3	PIX MIX Lisbon, PORTUGAL

Name	Company	Position
Rui Silva	BBDO Portugal	President & CCO
Marco Pacheco	BBDO Portugal	Creative Director
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
Hugo Carvalheiro	BBDO Portugal	Art Director
João Guimarães	BBDO Portugal	Copywriter

The Campaign

We created a fully equipped smart dealership that fits in a single parking space. It is visually striking, because it is uncommon, and in an uncommon place; we took the sales force to where potential clients are; and it is a demonstration that a smart car can be parked in a parking spot and still leave room for a full dealership around it, making it the perfect car for everyone who “wants to make the most of available space”.

Creative Execution

Implementation - We designed and built “The Smallest Car Dealership Ever” from scratch. The dealership itself would be our outdoor. It is moveable, and placed where it matters most: the parking spots of crowded cities. We “parked” the dealership during the night time to surprise people in the morning. Media channels and integration – We also had people distributing flyers inviting potential clients to visit the dealership, and we had salespeople there. The dealership had an impact not only on people passing by (who spontaneously shared it on social media), but also on journalists, so we had great free media. Timeline – It started on the 21st of December 2015, and is still going. Scale – width 5 meters x height 2,85 meters x depth 2,5 meters.

Action/business results – The investment was €16.000 and in two weeks the profits tripled the investment; the sales increased by 68,75%; The smallest dealership sold more 60% than a normal dealership (and in one location, 900% more); compared to a normal smart roadshow it sold more 133%. We had an increase of 797,6% in contacts and of 2500% in visitors. Outcomes/awareness – Normally when people go to a dealership, their decision to buy is already made. We changed that, and many people made the decision after visiting our dealership. And the conversion rate from contacts to sales increased by 103,7%.

Our solution was the media itself – a car dealership that was simultaneously an outdoor. And it was moveable and capable of travelling from city to city, from one country to another. We needed media that could create an impact on consumers. Traditional media was out, due to budget constraints and the low impact it would have on the people in question (city drivers struggling to find a parking spot on city centers packed with cars).

Insights, Strategy and the Idea

Target audience – All city drivers. Media planning – We had to make a big impact on a very small budget, and a traditional media plan wouldn´t work. We had to be where the problem is (city centers full of cars) and where potential clients could be more easily impressed. We had to demonstrate, in an original and striking way, the advantages of owning a smart car. Approach – To demonstrate, on the most sensitive city spots, that smart cars are small and easy-to-park, perfect for crowded cities.