Smart Digital, Case study Smart Unlock Beirut by J. Walter Thompson Beirut

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Smart Unlock Beirut

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Industry Cars
Media Digital, Interactive & Mobile, Case study
Market Lebanon
Agency J. Walter Thompson Beirut
Released April 2012


Mena Cristal Awards 2013
Digital & Mobile Digital Innovation Cristal (Gold)
Media Automobile / Automotive Product Sapphire (Silver)
Media Best Use of Social Media Sapphire (Silver)

Credits & Description

Category: Cars & Automotive Services
Advertiser: T.GARGOUR & FILS
Product/Service: SMART CAR
: JWT-Beirut (JWT-Beirut)
Media placement: Facebook Mobile Apps - Mobile Apps - 4/11/11
Media placement: Facebook App Page - Https:// - 4/11/11
Media placement: Facebook Page - Http:// - 4/11/11

Describe the objective of the promotion.
Smart car communication has been absent in the Lebanese market for almost 5 years now. As a result, smart is no longer a part of the consideration list when buying a new car, which has increasingly affected sales. The objective for 2011 is to re-launch smart as the ideal city car among young executives. Budget: US$50,000 for the year.

Describe how the promotion developed from concept to implementation.
In Lebanon, locals are faced with heavy traffic and confusing street names, making landmarks the only navigational cues around the city. With this in mind, the idea was to rediscover Beirut in a smart fortwo. A competition was developed where the consumer became the salesman: by giving them the car to explore the city with and the means to share their discoveries online, with the incentive of winning the car for 6 months.

Explain why the method of promotion was most relevant to the product or service.
We launched a competition entitled 'unlock Beirut' through social media, where selected influencers got a smart fortwo and an iPhone for 3 days each, equipped with a geo-tagging smart app to discover new shortcuts, parking spots and landmarks and instantly upload them onto the Unlock Beirut Map on the smart-Lebanon Facebook page. The person with the most-shared experiences by their friends; wins the smart fortwo for 6 months.

For a period of one month, each of the participants proved peer to peer that the smart fortwo is the ideal city car due its size, fuel efficiency, spaciousness and safety.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Earned Media (online + offline) =US$15,799
More than 400 new unlocked discoveries were uploaded onto the map on Facebook.
The page received more than 32,000 active users.
An average of 2,200 page interactions per day.
Compared to 2010, smart car sales increased by 132%.

The unlock Beirut map, exclusively updated by smart car drivers, is a first of its kind that pinpoints genuine Beirut shortcuts, parking spots and landmarks that all drivers can refer to online or on the go.