THE LAST DANCE

ClientMERCEDES-BENZ ESPAÑA, S.A. (SMART)
Category D01. Social Video
TitleTHE LAST DANCE
Product/ServiceCAR
Entrant CONTRAPUNTO BBDO Madrid, SPAIN
Idea Creation CONTRAPUNTO BBDO Madrid, SPAIN
Credits
Name Company Position
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.