Title | THE LAST DANCE |
Brand | MERCEDES-BENZ ESPAÑA, S.A. (SMART) |
Product/Service | CAR |
Category |
D01. Social Video |
Entrant
|
CONTRAPUNTO BBDO Madrid, SPAIN
|
Idea Creation
|
CONTRAPUNTO BBDO Madrid, SPAIN
|
Credits
CARLOS JORGE |
CONTRAPUNTO BBDO |
GENERAL CREATIVE MANAGER |
Gorka Fernández Iriso |
Contrapunto BBDO |
CREATIVE DIRECTOR |
MILLÁN PÉREZ |
CONTRAPUNTO BBDO |
COPYWRITER |
ÁLEX BARDERA |
CONTRAPUNTO BBDO |
ART DIRECTOR |
RAÚL LÓPEZ |
CONTRAPUNTO BBDO |
ART DIRECTOR |
GEMA CRESPO |
CONTRAPUNTO BBDO |
PRODUCTION MANAGER |
MELISSA FERRERO |
CONTRAPUNTO BBDO |
PRODUCER |
VANESSA CASTRO |
CONTRAPUNTO BBDO |
PRODUCER |
LORENA LANDAU |
CONTRAPUNTO BBDO |
ACCOUNT MANAGER |
SOFIA CALONJE |
CONTRAPUNTO BBDO |
ACCOUNT SUPERVISOR |
SARA FERNÁNDEZ |
CONTRAPUNTO BBDO |
ACCOUNT EXECUTIVE |
NACHO PÉREZ-SOLERO |
CONTRAPUNTO |
ACCOUNT EXECUTIVE |
BLUR |
BLUR |
PRODUCTION COMPANY |
GINESTA |
GINESTA |
DIRECTOR |
MIGUEL PROHENS |
. |
PHOTOGRAY DIRECTOR |
OEO |
OEO |
MUSIC |
CONTRAPUNTO BBDO |
CONTRAPUNTO BBDO |
MUSIC |
BEAT MUSIC |
BEAT MUSIC |
SOUND STUDIO |
BLUR |
BLUR |
POSTPRODUCTION COMPANY |
FUEL VIVAKI |
FUEL VIVAKI |
MEDIA CENTRAL |
Background
Urban pollution has become an enormous global enemy. Traffic restrictions are already here, and parking and driving in city centres is becoming extremely difficult.
Describe the strategy
Thanks to the new electric smart EQ, Smart is the best way of getting about in the city due to restrictions imposed because of high levels of pollution. At last, a car that has made parking fees, refuelling and congestion charges a thing of the past. And to leave the past behind, there was just one thing left to do... say goodbye!
Describe the execution
The pieces in the campaign were launched on Paco León and Paula Echevarría’s social networks, on smart’s own networks, online video platforms and on the brand website.
The campaign lasted approximately one month.
List the results
Los resultados que conseguimos con la campaña fueron en cuanto a cobertura/alcance 12.029.115 MM de usuarios únicos impactados, 56 MM de impresiones, más de 3,3 MM de views al 100% en diferentes plataformas de video (Youtube, programática y principals redes sociales de video) y 98.245 visitas a la web de smart. Cabe señalar que en Twitter conseguimos 1 MM de views en un solo día con la acción First View.