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.