CHAMELEON

ClientMERCEDES-BENZ ESPAÑA
Category D03. Point of Sale, Consumer Touchpoints & Instore Collateral
TitleCHAMELEON
Product/ServiceSMART (CAR)
Entrant CONTRAPUNTO BBDO Madrid, SPAIN
Idea Creation CONTRAPUNTO BBDO Madrid, SPAIN
Credits
Name Company Position
CARLOS JORGE CONTRAPUNTO BBDO Chief Creative Officer
GORKA FERNANDEZ IRISO CONTRAPUNTO BBDO Creative Director
RAUL LÓPEZ CONTRAPUNTO BBDO Art Director
AURORA LOPEZ CONTRAPUNTO BBDO Art Director
GEMA CRESPO CONTRAPUNTO BBDO Agency Producer
LORENA LANDAU CONTRAPUNTO BBDO Account Director
SOFIA CALONJE CONTRAPUNTO BBDO Account Supervisor
NACHO PÉREZ-SOLERO CONTRAPUNTO BBDO Account Executive
VERONICA FELEZ CONTRAPUNTO BBDO Account Executive

The Campaign

Your clothes define you. We all prefer some colors to others and the color palette of our wardrobe reflects our personality. It would be nice for people to feel that they can choose exactly their color palette also in their car.

Creative Execution

We chose of one of the most important smart dealership which is located in a fashion street in Madrid. A key place for the smart target. We put a smart car in neutral color inside the dealer window facing the street and we installed a technology based on mapping and recognition of colors able to detect the color of the clothes of the people who passed in front of the dealer window. Once it recognized their clothes color, our smart instantly changed its colors to match the clothes for the surprise of the passer-by.

Indication of how successful the outcome was in the market

The action had qualitative results in terms of awareness and an increase of the interest of this model in the dealership where the action was executed. The video that was shared on smart social media achieved 184,000 reproductions in the first 24 hours.

We wanted the consumer to experience in a real way the feeling of being able to decide the color customization of his car. That's why we decided to bet on an experiential action, where the consumer could interact in a real way with the product. We didn’t want to tell them about it, we wanted them to experience in first hand the feeling of being able to choose a unique color for your car.