SMART ELECTRIC SYMPHONY

ClientDAIMLER AG / SMART
Category D05. Sculptural Brand Installation & Experience
TitleSMART ELECTRIC SYMPHONY
Product/ServiceSMART ELECTRIC DRIVE
Entrant BBDO GROUP GERMANY Berlin, GERMANY
Idea Creation BBDO GROUP GERMANY Berlin, GERMANY
Media Placement FUEL@VIVAKI Düsseldorf, GERMANY
Production EFFEKTSCHMIEDE Cologne, GERMANY
Production 2 KLANG ID BERLIN, GERMANY
Production 3 CRAFTWORK Düsseldorf, GERMANY
Additional Company BBDO GROUP GERMANY Berlin, GERMANY
Credits
Name Company Position
Wolfgang Schneider BBDO Group Germany GmbH Chief Creative Officer
Mirko Stolz BBDO Berlin GmbH Creative Managing Director
Tobias Grimm BBDO Berlin GmbH Creative Managing Director
Michael Schachtner BBDO Berlin GmbH Executive Creative Director
Fedja Kehl, David Missing BBDO Berlin GmbH Creative Director
Angelo Maia, Shelley Lui BBDO Berlin GmbH Art Director
David Braun BBDO Live Senior Art Director
Dany Rothemund, Nico Baumann, Julian Stölting, Chen Yaari BBDO Berlin GmbH Copywriter
Jan Hendrik Oelckers, Lindsay Jönsson, Olga Lorenz BBDO Berlin GmbH Account Team
Daniela Haake, Ann-Kathrin Zänger BBDO Live Account Team
Silke Rochow BBDO Berlin GmbH Agency Producer
Steffen Gentis BBDO Group Germany GmbH Chief Production Officer
Johannes von Liebenstein, David Müllenborn CraftWork - a brand of ad agencyservices GmbH Producer
Christian Becker klang ID berlin Composer
Christopher Häring Klemes Klempkes Director
Jacob Ipsen - Editor
- Gahrens + Battermann GmbH Technical Partner
- Henn Project GmbH Technical Partner
. Nüssli (Germany) GmbH Technical Partner

The Campaign

At the Berlin Festival of Lights, we electrified the new smart electric drive models. Literally. For the first time in history, we linked four high-voltage coils together to conduct 1.5 million Volts to the models. The arising lightning created a spectacular choreography and unique sounds – turning the cars into electric instruments. A DJ controlled the lightning strikes and the vehicles using a mixer. The result: a unique composition and a fascinating live light and music show that stunned spectators on-site as well as viewers online.

Creative Execution

We teamed up with Chris Bekker, the Berlin Festival of Light's official DJ, to turn the smart cars into electric music instruments. The spark-output of the coils pushed on air, which created unique sounds. These were merged with a track Bekker specially composed for the event – creating an extraordinary sound experience for the audience. To emphasize the idea, we also didn't just electrify the smart cars, but also the smart CI itself: Through constant use of a black and "electric green" color scheme on the 225m2 stage – from typography to the lighting itself – the performance did not only result in a spectacular music performance but also a visually impressive statement, showing smart's huge leap in the direction of electromobility.

Indication of how successful the outcome was in the market

The "Electric Symphony" resulted in a spectacular live performance that didn't only attract many of the visitors of the Festival of Lights, but also positioned smart as a technological forerunner in the market of electromobility. The event also resulted in a composition that translated the brand values musically and used cars as electric instruments for the first time as well as a video documentation that shared the experience with the world via social media: • 1.694.101 impressions on Facebook, thereof 200.000 in the first 24 hours • 338.472 impressions on Instagram • Preorders of the smart electric drives nearly tripled since mid of October 2016 • Weekly traffic on the microsite increased by 59%

Electromobility has been the hottest topic in the German automotive industry in 2016. Even politics joined in with a buyer’s premium of 3000 € to support the growth of the market. Yet, most car manufacturers react slowly and only electrify single models or showcase concept cars not suitable for daily use. smart, however, electrified its entire fleet. We wanted to share this revolutionary USP in an equally groundbreaking and innovative manner with our target group of forward-thinking urban pioneers from metropolitan areas in Germany, characterized by a love for the city. So we electrified the new smart e-drive spectacularly at the Berlin Festival of Lights, a festival celebrating urban structures in the heart of Berlin, with over 2 million visitors. By doing so, we translated the brand values musically and thus, created an experience as fun and modern as smart itself.