Smart Outdoor, Ambient, Case study PAR-KING by BBDO Berlin

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PAR-KING

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Germany
Agency BBDO Berlin
Director Kai Klinke
Client Service Director Sebastian Schlosser
Producer Juri Wiesner, Nora Hässner
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Mobile Devices Silver
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SMART VERTRIEBS
Product/Service: SMART FORTWO
Agency: BBDO GERMANY Berlin, GERMANY
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Creative Managing Directors: Jan Harbeck/David Mously (BBDO Proximity Berlin)
Creative Directors: Max Millies/Marius Lohmann (BBDO Proximity Berlin)
Art Directors: Marius Lohmann/Rene Bieder/Nicole Nikolopoulou/Georgi Popiashvili/Nina Mendez (BBDO Proximity Berlin)
Copywriters: Max Millies/Nicolas Linde (BBDO Proximity Berlin)
Managing Director: Dirk Spakowski (BBDO Proximity Berlin)
Client Service Director: Sebastian Schlosser (BBDO Proximity Berlin)
Account Director: Steffen Schumann (BBDO Proximity Berlin)
Account Manager: Joris Jonker/Anne Hohmann/Irina Hartung (BBDO Proximity Berlin)
Concept: Yassin Taibi/Rene Bieder/Sebastian Heidfeld (BBDO Proximity Berlin)
TV Producer: Silke Rochow (BBDO Proximity Berlin)
Head Of TV: Steffen Gentis (BBDO Proximity Düsseldorf)
Production Company: (Cobblestone Filmproduktion / Berlin)
Producer: Juri Wiesner/Nora Hässner (Cobblestone Filmproduktion)
Location Manager: Ben Ramson ()
Director: Kai Klinke ()
Director of Photography: Kai Klinke ()
Script: Max Millies (BBDO Proximity Berlin)

Results and Effectiveness

Hundreds of drivers applied for the launch event. It was such a success that smart retailers all over the world plan to host “parKING” events and the app will soon be available for download on iTunes.

Creative Execution

We created “parKING” - an app that lets drivers play “musical chairs” with cars in the city.
Drivers connect via the app and track each other using their smartphones’ GPS. Just like in the original game, players must drive while the app is playing music. As soon as the music stops, everyone has to park. The last one to park is out and a new round starts until only the “parKING” is left.
To launch the app, we hosted a spectacular event in cooperation with Berlin’s biggest smart dealer.

Insights, Strategy and the Idea

The Smart Fortwo makes parking fun.
To prove this, we developed a digital tool that enables smart retailers to host test drive events, which let people experience this first hand.