| Title | 2020 |
| Brand | DAIMLER AG / SMART |
| Product/Service | SMART ELECTRIC |
| Category |
D03. Web Series |
|
Entrant
|
BBDO Berlin, GERMANY
|
|
Idea Creation
|
BBDO Berlin, GERMANY
|
|
Media Placement
|
AMQ WORLDWIDE Berlin, GERMANY
|
|
Production
|
MARKENFILM Hamburg, GERMANY
|
Credits
| Till Diestel |
BBDO Group Germany GmbH |
Chief Creative Officer |
| Siyamak Jung |
BBDO Berlin GmbH |
Executive Creative Director |
| Erick Barrios Hernandez |
BBDO Berlin GmbH |
Creative Director |
| Wolfgang Warzilek |
BBDO Berlin GmbH |
Creative Director |
| Erin Conboy |
BBDO Berlin GmbH |
Art Director |
| Benjamin Besser |
BBDO Berlin GmbH |
Designer |
| Dara Kleyer |
BBDO Berlin GmbH |
Copywriter |
| Mark Hassan |
BBDO Berlin GmbH |
Managing Director |
| Martha Rzeppa |
BBDO Berlin GmbH |
Group Account Director |
| Silke Schmitz |
BBDO Berlin GmbH |
Account Director |
| Martin Gülker |
BBDO Berlin GmbH |
Account Manager |
| Aline Lindenblatt |
BBDO Berlin GmbH |
Account Manager Digital |
| Anna Dymkowska |
BBDO Berlin GmbH |
Planning |
| Eva Peschkes |
BBDO Berlin GmbH |
Agency Producer |
| Alexander Münzer |
BBDO Berlin GmbH |
Agency Producer |
| Daniel Farkas |
Markenfilm Hamburg GmbH |
Producer |
| - - |
nhb studios Berlin GmbH |
Post-Production |
| Julia Saure |
nhb studios Berlin GmbH |
Producer |
| Svenja Wagner |
nhb studios Berlin GmbH |
Producer |
| - - |
SIZZER Amsterdam |
Music/Sound Design / Audio Production |
| Dolf Bekker |
SIZZER Amsterdam |
Music Supervisor |
| Luna Morgenstern |
SIZZER Amsterdam |
Music Producer |
| Kenma Shindo |
SIZZER Amsterdam |
Music Producer |
| Tessa Rose Jackson |
- |
Composer |
| Reimer Eising |
- |
Composer |
| Sander v.d. Maarschalkerweerd |
- |
Arranger |
| Zoran Bihac |
- |
Director |
| Daniel Gottschalk |
- |
Director Of Photography |
| Rob Myers |
- |
Editor |
| Nhat Quant Tran |
nhb studios Berlin GmbH |
VFX Supervisor |
| Norman Struwe |
nhb studios Berlin GmbH |
Flame |
| Diego Camacho |
nhb studios Berlin GmbH |
Digital Composition |
| Rayk Herrmerling |
nhb studios Berlin GmbH |
Digital Composition |
| Andreas Petri |
nhb studios Berlin GmbH |
3D |
| Tany Heider |
nhb studios Berlin GmbH |
3D |
| Andreas Kleinmann |
Woodland Studios |
Setting |
| - - |
Chris Creatures Filmeffects GmbH |
Puppets / SFX |
| Rike Schuberty |
- |
Puppeteers |
| Anna Tkatsch |
- |
Puppeteers |
| Manuel de la Peza |
- |
Puppeteers |
Background
smart is the first car brand to switch from combustion engine cars to fully electric cars by 2020. The aim was to convey this important message in an entertaining way online and on social media as a teaser for the upcoming campaign.
Describe the strategy
E-mobility has mostly been advertised with a rational & techy approach in the automobile industry. Our goal, however, was to simply make people excited for electric driving fun, so we decided to create a funny music video instead. “Eel-ectricity” was supposed to be a teaser for the “All electric, now!” campaign and the official launch of the new generation smart EQ. The target group included international, trend-conscious, internet users between the ages of 20 to 40, who take most of their inspiration from YouTube and Instagram and may also know the “electric eel phenomenon” from the popular eel memes. Electromobility is important for anyone who drives. This is why the video wasn’t only supposed to appeal to car fans but also tech- & electro-enthusiasts who are interested in innovation and future.
Describe the execution
Under the motto “As electric as it gets.” a trio of electric eels is rapping about electricity in a humorous music video. Funny lyrics combined with electro 80s hip hop tunes deliver the literally shocking news: smart will be fully electric by 2020. It was meant to whet people´s interest in an all-electric-future and was released about three months prior to the official announcement at the IAA in September 2019. It was exclusively displayed online – on YouTube and Instagram – together with three short sketches that portrayed our electric eels as funny e-mobility ambassadors of smart. The music video as well as sketches were posted organically in the brands feed as well as its Instagram TV. However, people were also targeted via a bumper ad on YouTube as well as through sponsored ads on Instagram.
List the results
The electric eel trio received many laughing smileys and “WTF” comments on YouTube and Instagram. To this date the video has reached 5,7 million views and 25 million impressions. Even car blogs were amused by the eel trio. And in general “Eel-ectricity“ created buzz within the automobile industry for its uniqueness in style and presentation.