2016 Promo & Activation

SMART "MOST OPEN TEST DRIVE"

Bronze Eurobest

Case Film

Presentation Image

TitleSMART "MOST OPEN TEST DRIVE"
BrandDAIMLER AG, SMART
Product/ServiceSMART 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
Credits
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.

Campaign Success

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.

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

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

The “Most Open Test Drive” was a promotional event and live experience that was unique for the 18 test drive couples as well as the audience – both at the scene and at home watching it on social media. Thus it created curiosity for the brand, the product and a test drive.

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.