Title	5 MIN AND 13 SECONDS OF PARKING
Brand	SMART
Product/Service	A SMART CAR
Category	C01. Use of Data Driven Insight
Entrant	BBDO BELGIUM Brussels, BELGIUM
Idea Creation	BBDO BELGIUM Brussels, BELGIUM
Production	SONICVILLE Brussels, BELGIUM

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

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

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.

Why is this work relevant for Media?

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. The striking length of this radio ad shows just how long 5'13" actually are and made our message pop out even more. Besides that, radio allowed us to be relevant in a contextual way. Belgians have the habit of listening to the radio when driving. Certainly in car congested cities radio stations function as a source of road traffic information.

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.

Describe the creative idea/insights

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.

Describe the strategy

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 execution

We used this exceptionally long ad to kick-off our campaign on national radio. We aired the full commercial of 5'13" once, during prime time on two major radio stations in Belgium (one in the flemish and one in the french region).

List the 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.