Smart Cars: "SMART TWITTER SPOT [video]" Direct marketing by BBDO Argentina

Type of entry: Use of Direct Marketing
Category: Social Media & Viral Marketing
Advertiser: MERCEDES-BENZ ARGENTINA
Product/Service: SMART
Agency: BBDO ARGENTINA Buenos Aires, ARGENTINA
Advertiser MERCEDES-BENZ ARGENTINA
Product SMART
Entrant BBDO ARGENTINA Buenos Aires, ARGENTINA
Type of Entry: Use of Direct Marketing
Category: Social Media & Viral Marketing
Title: SMART TWITTER SPOT
Advertiser/Client: MERCEDES-BENZ ARGENTINA
Product/Service: SMART
Entrant Company: BBDO ARGENTINA Buenos Aires, ARGENTINA
DM/Advertising Agency: BBDO ARGENTINA Buenos Aires, ARGENTINA
Executive Creative Director: Ramiro Rodriguez Cohen (BBDO Argentina)
Executive Creative Director: Rodrigo Grau (BBDO Argentina)
Interactive Creative Director: Pablo Tajer (BBDO Argentina)
Director Of Innovation: Alejandro Gowland (BBDO Argentina)
Producer Of Interactive Strategies: Veronica Conti (BBDO Argentina)
Art Director: Maximiliano Ballarini (BBDO Argentina)
Copywriter: Agustín Suarez/Guido Lancellotti (BBDO Argentina)
Advertiser’s Supervisor: Verónica Pagniez/Analía Parada/Josefina Segovia/Sebastián Zajdman (Mercedes Benz Argentina)
Account Team: Daniel Albamonte/Valeria Rodero (BBDO Argentina)
Producer: Veronica Zeta/Jimena Oliva (BBDO Argentina)
Producer: Gustavo Iturmendi/César Berrade (Lemuria)
Animation Team: Gonzalo Retamoso/Franco Carlesimo/Fernando Silban (Lemuria)
Director: Martin Jalfen (Lemuria)
Describe the brief from the client
We had to launch @smartArg, the Twitter account of Smart Argentina. We developed the first Twitter commercial. Very appropriate, considering that Smart is the only car that fits into 140 characters. Visitors to Smart Argentina's Twitter page can scroll in Chrome using the J and K buttons to see a cute animation of a Smart car travelling through the city as passers-by cheer on. Each frame, of course was made out of 140 characters or fewer.

Creative Execution

This was a unique use of Twitter, the first spot made on Twitter. Very appropriate for smart, considering that it is the only car that fits into 140 characters.


Describe the creative solution to the brief/objective.

We developed the first Twitter commercial. Visitors to Smart Argentina's Twitter page can scroll in Chrome using the J and K buttons to see a cute animation of a Smart car travelling through the city as passers-by cheer on. Each frame, of course was made out of 140 characters or fewer.


Describe the results in as much detail as possible.

We launched the Twitter account on April 4th, 2012 gaining the attention of thousands of consumers in social media. In only 4 days @smartArg gained more than 2,000 followers, quite an amazing result for the brand, compared to smart Twitter accounts in other countries (@smartcarUSA has 3,239 followers). TechCrunch and Anonymous talked about it, and we even got a tweet from Adam Bain, President of Revenue at Twitter. 'The most creative use of Twitter yet' was the phrase used several times.