THE FIRST RADIO DATA SYSTEM CAMPAIGN by BBDO Germany for Smart

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THE FIRST RADIO DATA SYSTEM CAMPAIGN

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Industry Cars
Media Direct marketing
Market Germany
Agency BBDO Germany
Creative Director Ton Hollander
Copywriter Alexander Busch
Released December 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: DAIMLER
Product/Service: SMART FORTWO
Agency: BBDO GERMANY
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Toygar Bazarkaya (BBDO Düsseldorf)
Account Director: Jörg Tavidde (BBDO Düsseldorf)
Copywriter: Alexander Busch (BBDO Düsseldorf)
Managing Director: Dirk Spakovski (BBDO Düsseldorf)
Account Executive: Thanh Vu Tran (BBDO Düsseldorf)
Account Executive: Michaela Hünlein (BBDO Düsseldorf)
Account Executive: Gülcan Demir (BBDO Düsseldorf)
Creative Director: Ton Hollander (BBDO Düsseldorf)
Media placement: Radio Data System (RDS) Transmission - Car Radio Display - 01.01.2010

Describe the brief/objective of the direct campaign.
The client’s brief was to communicate that the smart car is so small that it fits in every space. The question is: where do we reach people that are most receptive for this message? And: how can we get them to arrange a test drive in our car?

Explain why the creative execution was relevant to the product or service.
Smart has always been an extraordinary brand that communicates in extraordinary ways. By using the car radio display as a medium we literally proved to drivers that the smart fortwo fits anywhere – even in such small spaces like the radio display.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As people are most interested in easy parking when they’re sitting in their car, we had to catch them there. We found a way to address our campaign solely to drivers by using a completely unused medium: the car radio display. The transmission of our parking message was via Radio Data System (RDS), which usually indicates the name of the radio station or its frequency. Now it was used the first time to transmit an advertising message. Additionally, a telephone number was displayed to arrange a test drive.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Local smart dealers reported an increase of test-drives by up to 10 percent in comparison to the same period in 2008.