| Title | SMART ELECTRIC SYMPHONY |
| Brand | DAIMLER AG / SMART |
| Product/Service | SMART ELECTRIC DRIVE |
| Category |
G04. Sound Design |
|
Entrant
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BBDO GROUP GERMANY Berlin, GERMANY
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Idea Creation
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BBDO GROUP GERMANY Berlin, GERMANY
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Media Placement
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FUEL@VIVAKI Düsseldorf, GERMANY
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Production
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EFFEKTSCHMIEDE Cologne, GERMANY
|
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Production 2
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KLANG ID BERLIN, GERMANY
|
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Production 3
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CRAFTWORK Düsseldorf, GERMANY
|
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Additional Company
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BBDO GROUP GERMANY Berlin, GERMANY
|
Credits
| 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
With Chris Bekker, the festival's official DJ, we turned the smart cars into electric music instruments. During the thrilling live show, the cars got electrified as they moved past the high-voltage coils. The spark-output of the coils pushed on air, which created unique sounds. These were merged with a track Bekker composed for the event – creating an extraordinary sound experience for the audience and viewers online via a livestream. The composition was published by smart and Chris Bekker so fans could listen to the composition online via YouTube, Itunes, Spotify, SoundCloud, etc.
To emphasize the idea, we didn't just electrify the smart cars, but also the smart CI: Through constant use of a black and "electric green" color scheme on the 225m2 stage 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.