Title	THE SMALLEST CAR DEALERSHIP EVER
Brand	MERCEDES-BENZ PORTUGAL
Product/Service	SMART FORTWO
Category	B05. 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, where people could have a true dealership experience, trying the car, talking to sales people, booking test drives and even buying the car.

Campaign Success

Implementation – We built a moveable dealership that had the exact measures of a regular parking spot. Inside the dealership there was room for a smart car, table and chairs, a computer, a coffee machine and air conditioning. Placed it where it matters most (city centers full of cars), it created a big impact on city drivers, eager for an easy-to-park car, a car that “makes the most of available space”. Timeline – It started on the 21st of December 2015, and is still going. Placement – Lisbon, Mafra, Viseu, it will be implemented in more Portuguese cities and was recently exported to Germany and China. Scale – width 5 meters x height 2,85 meters x depth 2,5 meters.

Describe the success of the promotion with both client and consumer including some quantifiable results

Business impact – 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%. Response rate –We had an increase of 797,6% in contacts and of 2500% in visitors. Change in behaviour - 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%. Consumer awareness - It created a big impact on city drivers, eager for an easy-to-park car, a car that “makes the most of available space”. It was shared and commented on social media and it stirred also the attention of journalists, so we got free media.

Explain why the method of promotion was most relevant to the product or service

We had not only to demonstrate the qualities of smart cars on the places and to the people who matter most, we also had to sell the cars. And we did both with a single installation: “The Smallest Car Dealership Ever”.

Target audience – All city drivers. Approach – To demonstrate, on the most sensitive city spots, that smart cars are small easy-to-park cars perfect for crowded cities.