Smart Ambient, Case study #smarteffect [video] 2 by BBDO Lisbon

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#smarteffect [video] 2

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Industry Cars
Media Ambient, Case study
Market Portugal
Agency BBDO Lisbon
Creative Director Marco Pacheco
Art Director Ruben Rodrigues
Copywriter André Felipe Pereira
Production Wondros
Released March 2016

Awards

ADCE Awards 2016
Promotions & New Media Ambient Media Silver
Film & Radio Any Other Silver

Credits & Description

Client: Mercedes-Benz Portugal
Product: Smart Fortwo
Entrant: Bbdo Portugal Lisbon, Portugal
Title: #Smarteffect
Product/Service: Smart Fortwo
Entrant Company: Bbdo Portugal Lisbon, Portugal
Advertising Agency: Bbdo Portugal Lisbon, Portugal
Media Agency: Comon.Pt Lisbon, Portugal
Production Company: Jack The Maker Lisbon, Portugal
Production Company 2: Wondr Lisbon, Portugal
Production Company 3: Pix Mix Lisbon, Portugal
President/CCO: Rui Silva (BBDO Portugal)
Creative Director: Marco Pacheco (BBDO Portugal)
Art Director: Ruben Rodrigues (BBDO Portugal)
Copywriter: André Pereira (BBDO Portugal)
Account Director: Rita Bastos (BBDO Portugal)
Agency Producer: Ana Rondão (BBDO Portugal)
Execution
The #smarteffect was a live stunt that took place in some busy streets of Lisbon, aimed at drivers that don’t drive a smart. We built two special cars that could shrink in real time and on the spot, as the non-smart drivers tried to park in between them. After watching the two cars shrink in a magical way, the non-smart drivers could read our message printed in one of the cars: “Suddenly the city makes room. This is how it feels to park a smart.”
Synopsis:
smart has growing competition within the segment of small cars,and was loosing market share and brand awareness. The brief was to promote smart’s brand assets in a close, fun way, as the best solution for urban parking&mobility, reminding drivers that it’s a car that changes the perception of space in the city you live in. The overall budget for the Project was 50.000€, to impact the locals, and spread the message to the entire country through digital & earned media.
Campaign Description:
Showing every non-smart driver who is going around looking for a parking space, how good it feels when suddenly, there’s more room for you in the city. That’s how it feels to own a smart, once you have to park it.
Strategy:
Giving smart’s perception a new boost to smart and non-smart owners, by shifting the product’s benefit from a rational proposition (smart fortwo is a very small car that must be easy to park) to a more emotional one (smart changes the scale of the city and this feels great) by giving non-smart drivers the experience, instead of only the information.
Outcome:
230 drivers impacted on spot.3.5 Million views –(60% of Portugal’s web users universe).12.5 Million impressions.2500% increase on smart’s facebook interactions (first 72 hours).648% increase on smart’s social network followers (first 72 hours).70k visit to site.846 direct leads.
Execution:
We created two cars that shrink in real time. They were placed for two days in 2 of the busiest areas in the city. There’s a parking space in between them, and once a non-smart driver tries park, we increase the available space by shrinking our cars. The action was experienced live, and filmed to be shared online.