SMART EBALL by BBDO Germany for Smart

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SMART EBALL

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Germany
Agency BBDO Germany
Released May 2012

Awards

Cresta Awards 2012
AMBIENT MEDIA AUTOMOBILES Grand Prix

Credits & Description

Type of entry: Ambient
Category: Stunts & Live Advertising
Advertiser: DAIMLER
Product/Service: SMART FORTWO ELECTRIC DRIVE
Agency: BBDO GERMANY Düsseldorf, GERMANY
Entrant BBDO GERMANY Düsseldorf, GERMANY
Title: SMART EBALL
DM/Advertising Agency: BBDO PROXIMITY BERLIN, GERMANY
David Mously/Jan Harbeck/Wolfgang Schneider (Chief Creative Officer)
Ton Hollander/Jens Ringena (Creative Director)
Lukas Liske/Fredric Antonsson (Copywriter)
Daniel Schweinzer/Sebastian Forsman/Tomas Tulinius (Art Director)
Christoph Reichle (Advertiser's Supervisor)
Agency Producer: Silke Rochow/Julia Diehl/Steffen Gentis (Head Of Tv) (Producer)
Dirk Spakowski/Sebastian Schlosser/Jan Hendrick Oelckers/Frank Haegele/Sandra Gesell (Account Manager)
Dirk Spakowski/Sebastian Schlosser/Jan Hendrick Oelckers/Frank Haegele/Sandra Gesell (Account Manager)
Production Company: Gahrens/Battermann Gmbh/E.w.enture Gmbh/Pflanz Werbemittelproduktion (Other Credits)
Description of Ambient execution
Electric cars have many benefits, both ecological and economical. Still, the majority of drivers doubt that such a car can be real fun. Which is wrong: the smart fortwo electric drive has a surprisingly powerful acceleration from a standing start. We wanted to promote this feature in an unusual and convincing way.
The idea: at the Frankfurt International Motor Show 2011, we don’t only show a still vehicle like others – but we use the space to let people experience the unique acceleration of the electric smart for themselves. With a game where you constantly need to accelerate from rest.
smart EBALL is played like PONG. The difference: our game is played by driving the car quickly back and forth. The position of the cars is tracked by lasers and brought to the screen with custom-built software. In other words: the cars turn into the controllers. And each driver can see for themselves the surprising acceleration and driving enjoyment.