SMART ELECTRIC DRIVE CARSINO
| Title | SMART ELECTRIC DRIVE CARSINO |
| Brand | DAIMLER AG / SMART |
| Product/Service | SMART ELECTRIC DRIVE |
| Category |
C04. Competitions & Promotional Games |
|
Entrant
|
BBDO Berlin, GERMANY
|
|
Idea Creation
|
BBDO Berlin, GERMANY
|
|
Media Placement
|
MEDIACOM Berlin, GERMANY
|
|
Production
|
CRAFTWORK Düsseldorf, GERMANY
|
|
Additional Company
|
BBDO LIVE Berlin, GERMANY
|
Credits
| Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
| Mirko Stolz, Tobias Grimm |
BBDO Berlin GmbH |
Creative Managing Director |
| Michael Schachtner |
BBDO Berlin GmbH |
Executive Creative Director |
| Daniel Haschtmann, Nicolas Linde |
BBDO Berlin GmbH |
Creative Director |
| Melanie Specht, Felix Boeck |
BBDO Berlin GmbH |
Art Director |
| Samuel Weiß, Marc Bieri, Gunther Osburg |
BBDO Berlin GmbH |
Copywriter |
| Jens Fauth, Barbara Brunner, Wilma Faget, Natalie Volles, Pauline Harich |
BBDO Berlin GmbH |
Account Team |
| Daniela Haake, Kirsten Gehm |
BBDO Live |
Account Team |
| Steffen Gentis |
BBDO Group Germany GmbH |
Chief Production Officer |
| David Muellenborn |
CraftWork - a brand of ad agencyservices GmbH |
Producer |
| - |
CraftWork - a brand of ad agencyservices GmbH |
Post-Production Company |
| Boy Behnke |
- |
Photographer |
| Gabriel Chwojinik |
- |
Composer |
| - |
Sprachlabor Audioproduktionen GmbH; Studio Funk GmbH & Co KG |
Audio Production House |
| Tim Stephan |
- |
Sound Engineer |
| Michael Haecker |
- |
Sound Engineer |
| Facundo Scalerandi |
- |
Director |
| Felix Marggraff |
- |
Director |
| Jacob Beurle |
- |
Director Of Photography |
| Rene Meixelsberger |
- |
Image Engineer |
| Ulrike Siegfanz, Sebastian Seibert, Heinz Staubitz, Andreas Hampp, Silvia Hoffmann |
- |
Camera Operator |
| Juhn Kim, Christian Esquerre, Daniel Scheurich |
- |
Editor |
| Daniel Borgwart |
- |
Editor |
| Till Markull |
CraftWork - a brand of ad agencyservices GmbH |
Animation |
| - |
e.w. enture GmbH |
Technical Partner / Architecture/Design |
| Anja Zobel |
e.w. enture GmbH |
Project Managment Architecture |
| - |
MDS PAtec Veranstaltungstechnik GmbH |
Technical Partner / Light & Sound |
| Anja Gohkle |
- |
Styling |
| Karsten Cismowski, Jens Schneider |
- |
Make-up Artist |
Why is this work relevant for Brand Experience & Activation ?
In the summer of 2017 the urban car manufacturer smart started smart electric drive Carsino – an extensive international social media campaign created around one spectacular final game show event. Supported by international influencers Carsino became the first automotive cam-paign to not only change minds but exchange people’s cars.
Background
As the first high-volume car manufacturer smart electrified their whole car range. But many drivers had doubts about the innovative electric cars. smart wanted to change this negative attitude towards e-mobility and animate customers to get rid of their old cars and switch to a smart electric drive.
Describe the creative idea
Action speaks louder than words. So we decided to go beyond a conventional awareness campaign and let car owners take their first step towards e-mobility. How? With a game of dice: smart electric drive Carsino. The game show where you scrap your car, press it to a dice and then play with it in a giant game of dice against other car drivers in order to win a smart electric drive. Supported by international influencers we created an extensive campaign on social media around the event. From the intial search for candidates over tons of content videos to the online live stream of the final event.
Describe the strategy
Most people feel uncomfortable to adopt something new. No matter it might be better than what they know. They need to see somebody take the first step in order to feel secure and follow.
smart electric drive Carsino presents these role models in an entertaining way: car drivers who dare to take the step towards electric mobility. Car drivers who even accept losing their old car for the chance of winning a smart electric drive.
Describe the execution
The campaign took place on social media. We started with the search for candidates who were willing to let go off their old combustor car. A teaser film and application calls from international influencers led to thousands of applicants. The final four then teamed up with the influencers from their country and said good bye to their beloved car. Dozens of content videos were created: introductions, the last trips in the car, the scrapings and many more. Then they were ready for the game show. On the 10th of September in the Bavaria Filmstudios the great live event took place. In front of a live audience our candidates tossed their old cars from a 6 meter high ramp in order to win the smart electric drive. The event was streamed live on Facebook, Youtube and Twitter. In the end Xavier, our lucky champion from the Netherlands won the smart.
List the results
- more than 1,1 million live-views
- over 10 million media impressions
- No.1 hashtag on Twitter on the day of the event
- all smart electric drive out of stock with a time to delivery of more than 10 month