Smart Social Leasing [video] by BBDO Berlin for Smart

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Industry Cars
Media Digital, Interactive & Mobile, Case study
Market Germany
Agency BBDO Berlin
Executive Creative Director Michael Schachtner
Creative Director Fedja Kehl, Lukas Liske, Daniel Schweinzer, David Missing, Michael Hodel, Annika Stierl, Daniel Maurer
Art Director Shelley Lui, Nicolas Moles
Copywriter Kyra Nenz
Production Mutter&Vater Filmproduktion
Director Max Millies, Alessandro Rovere
Released March 2016

Awards

D&AD 2017
Direct Direct Acquisition & Retention Wood Pencil
Media Use of Social Wood Pencil

Credits & Description

Agency: Bbdo Group Germany
Brand: Daimler Ag, Smart Mm
Country: Germany
Advertising Agency: Bbdo Group Germany, Berlin
Entrant Company: Bbdo Group Germany, Berlin
Media Agency: Bbdo Group Germany, Berlin
Pr Agency: Bbdo Group Germany, Berlin
Production Company: Mutter&Vater Filmproduktion, Berlin
Additional Company: Mutter&Vater Filmproduktion, Berlin
Chief Production Officer: Steffen Gentis (Bbdo Group Germany Gmbh)
Producer: David Müllenborn (Craftwork)
Creative Managing Director / Executive Creative Director: Jan Harbeck (Bbdo Berlin Gmbh)
Managing Director: Jens Fauth (Bbdo Berlin Gmbh)
Director / Director Of Photography: Alessandro Rovere (-)
Styling: Edyta Kopcio (-)
Make Up Artist: Franziska Gottschlich (-)
Copywriter: Kyra Nenz (Bbdo Berlin Gmbh)
Account Manager: Mike Kannowski, Jeannette Stegemann (Bbdo Berlin Gmbh)
Client Service Director: Jan Hendrik Oelckers (Bbdo Berlin Gmbh)
Director Of Photography: Philip Kaminiak (C/o Mutter&Vater Productions Gmbh)
Editor: Philipp Thomas, Till Markull (-)
Agency Producer: Silke Rochow, Alexander Geier (Bbdo Berlin Gmbh)
Setting: Fabienne Van De Koolwijk (C/o Set.up Filmdeko & Service Gmbh)
Producer: Mathias Knöfler (Arri Mitte)
Chief Creative Officer: Wolfgang Schneider (Bbdo Group Germany Gmbh)
Casting: - (Sasha Robertson Casting Ltd.)
Visual Effects: Chris Weingart (C/o Arri Mitte)
Director: Max Millies (C/o Mutter&Vater Productions Gmbh)
Producer: Roland Vietz, Lilian Rosa (Mutter & Vater Productions Gmbh)
Post Production Company: - (Arri Mitte / Craftwork)
Account Director: Anne Hohmann, Alexander Glasneck (Bbdo Berlin Gmbh)
Art Director: Nicolas Molès, Shelley Lui (Bbdo Berlin Gmbh)
Animation: Till Markull (Craftwork)
Composer: Werner Richard Heymann, Robert Gilbert (-)
Music/Sound Design, Audio Production House: - (Studio Funk Gmbh & Co. Kg, Berlin)
Sound Engineer: André König, Julia Maßmann (Studio Funk)
Digital Concept: Benjamin Trogisch, Stefan Kretz, Phlippe Schott (Bbdo Berlin Gmbh)
Creative Director: Lukas Liske, Daniel Schweinzer, Fedja Kehl, David Missing, Michael Hodel, Annika Stierl, Daniel Maurer (Bbdo Berlin Gmbh)
Executive Creative Director: Michael Schachtner (Bbdo Berlin Gmbh)
Creative Managing Director: Ton Hollander (Bbdo Berlin Gmbh)
Producer: Uta Wittchen (Studio Funk)
Strategy:
Our insight: actual smart owners are our best ambassadors. And their friends are most likely among the target group, too. Our strategy: we used the power of social networks to generate test drives right in the target group. To apply for smart social leasing, candidates had to prove their “social solvency“ by gathering 50 supporters among their friends on facebook in advance.
Execution:
A social media campaign raised awareness for the innovative leasing model – supported by an online film that people could use to activate their social contacts. The message: “You do a lot for your friends – it’s about time they do something for you.“ The registration period started in 11/2015. In 2/2016 the first cars where handed over to the first social leasing drivers.
Outcome:
- Facebook reach: > 9 million- Video views: 4 million- At the end of the launch phase we had 450 applicants per car. - Social leasing cars are now on the road everywhere in Germany, their owners are generating hundreds of test drives every month for smart without further investment- A social leasing test drive is 80% cheaper for smart than a regular test drive
Campaign Description:
smart presents: social leasing. An utterly new leasing model where you don’t pay with money – but with test drives. The simple principle: Let 10 of your friends drive with your smart every month – and you drive for free.
Synopsis:
Test drives are the most important selling tool for smart – no other car is so convincing in everyday city traffic: once you drive it, you love it. Our brief was to come up with an idea that would permanently raise the number of test drives significantly.

The Digital Advert titled Smart Social Leasing [video] was done by BBDO Berlin advertising agency for Smart in Germany. It was released in Mar 2016.