5 MIN AND 13 SECONDS OF PARKING

Title5 MIN AND 13 SECONDS OF PARKING
BrandSMART
Product/ServiceA SMART CAR
Category A04. Data Storytelling
Entrant BBDO BELGIUM Brussels, BELGIUM
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Production SONICVILLE Brussels, BELGIUM
Credits
Name Company Position
Arnaud Pitz BBDO Belgium Creative Director
Sebastien De Valck BBDO Belgium Creative Director
Jasper Verleije BBDO Belgium Art Director
Sarah Huysmans BBDO Belgium Copywriter
Wouter Van den Herrewegen BBDO Belgium Strategic Planner
Diane Vandebroek BBDO Belgium Account Director
Melissa Fastenaekels BBDO Belgium Account Manager
Roel Sweron BBDO Belgium Account Executive
Nicolas Van Poeck BBDO Belgium Radio Producer
Sonicville Sonicville Radio Production Company

Why is this work relevant for Creative Data?

Combining scientific studies and advice we were able to calculate the average time a car driver in Belgium is looking for parking in the city centre. We took this data - 5 minutes and 13 seconds - and turned it into air time on national radio. Result: while driving their car (maybe looking for parking?) people all around Belgium could follow a couple's 5 minutes and 13 second long and highly recognisable quest: finding a parking spot in the city centre.

Background

(Aided) brand awareness for smart in Belgium is high (=85% in the segment of small city cars). The problem was not brand awareness, but the very low brand consideration (3%). This meant there were 14 (!) other brands and models ranked above smart in the same small car segment. So we needed to make smart relevant again as small city car. And the client preferred to do this on radio.

Describe the idea/data solution

Instead of going for a ‘classic’ radio commercial format of 30 seconds, we based ours on the average time Belgians loose trying to find a parking spot in the city: 5 minutes 13 seconds. During this striking long commercial, we hear the full 5'13" of a couple’s very recognisable quest for a parking spot.

Describe the data driven strategy

Belgium is small, but according to Inrix Traffic Data Company, we’re big when it comes to traffic congestion. With three cities in top 13 of most congested cities in Europe and North America. No wonder with 6,5 million vehicules for a population of 10 million. One of the reasons is lack of space, and more in particular parking space. A study by Sustapark (supported by university of Brussels and cities of Brussels and Leuven) concludes that 7/10 cars driving around in the city centre is looking for parking spot. This was the first inspirational spark. Enter the expertise of Prof Dr. Thérèse Steenbergen (University Leuven), Dr. Sven Maeriviet (Transport & Mobility Leuven) and the master proof ‘City Mobility Management’ by Mrs. Lies Van Hove. Thanks to their combined studies and advice we were able to calculate the average time a car driver is looking for parking in the city centre. To emphasize the inordinate amount of time belgians loose looking for parking in city centers, we kicked off our ‘always room for a smart’ campaign on national radio by broadcasting these entire 5'13".

Describe the creative use of data, or how the data enhanced the creative output

Instead of going for a ‘classic’ radio commercial format of 30 seconds, we based ours on the average time Belgians loose trying to find a parking spot in the city. Result: a striking long commercial of 5 minutes and 13 seconds which really made us pop out on radio. The perfect way to kick-off our campaign.

List the data driven results

The campaign succeeded in making smart relevant again as small city car. We climbed out of the pit and brand consideration rose in december 2017 to 12% (which puts us in the middle of the pack). A small survey with four official smart dealers showed a significant rise of test drives (+18%) and offer demands online (+23%). Official sales results (FEBIAC-controlled) reported a rise in sales of 12% in comparison with the same period of previous year. And this without additional promotions or significant changes in product, distribution or pricing.