Smart Outdoor, Case study Chamaleon by Contrapunto BBDO Madrid

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Spain
Agency Contrapunto BBDO Madrid
Creative Director Gorka Fernandez Iriso
Art Director Aurora Hidalgo, Raúl López
Production Cubensis
Released February 2017


Cannes Lions 2017
Design Brand Environment & Experience Design: Retail - Temporary & Pop-Up Environment & Experience Design Bronze Lion

Credits & Description

Title: Chameleon
Agency: Contrapunto Bbdo
Brand: Mercedes-Benz España, S.A. (Smart)
Country: Spain
Entrant Company: Contrapunto Bbdo, Madrid
Advertising Agency: Contrapunto Bbdo, Madrid
General Creative Director: Carlos Jorge (Contrapunto Bbdo)
Art Director: Raúl López (Contrapunto Bbdo)
Account Executive: Verónica Félez (Contrapunto Bbdo)
Production Manager: Gema Crespo (Contrapunto Bbdo)
Creative Director: Gorka Fernandez Iriso (Contrapunto Bbdo)
Art Director: Aurora Hidalgo (Contrapunto Bbdo)
Account Director: Lorena Landau (Contrapunto Bbdo)
Account Supervisor: Sofia Calonje (Contrapunto Bbdo)
Account Executive: Nacho Perez-Solero (Contrapunto Bbdo)
Agency Producer: Carmen Robledillo (Contrapunto Bbdo)
Edition: Marta Perez Antelo (Contrapunto Bbdo)
Director: Nacho De Antonio (No Se)
Development Production Company: Cubensis (Cubensis)
Sound Arrangement: Media Sound (Media Sound)
We wanted the consumer to experience in a real way the feeling of being able to decide the color customization of his car. That's why we decided to bet on an experiential action, where the consumer could interact in a real way with the product. We didn’t want to tell them about it, we wanted them to experience in first hand the feeling of being able to choose a unique color for your car.
We chose of one of the most important smart dealership which is located in a fashion street in Madrid. A key place for the smart target. We put a smart car in neutral color inside the dealer window facing the street and we installed a technology based on mapping and recognition of colors able to detect the color of the clothes of the people who passed in front of the dealer window. Once it recognized their clothes color, our smart instantly changed its colors to match the clothes for the surprise of the passer-by.
One of the greatest values of the smart brand is differentiation. If you have a smart you are not like the rest of the drivers. smart Tailor made is a smart model that allows you to fully customize your car. Of all the elements that you can personalize, being able to choose exactly one color for your smart is the benefit that best symbolizes the concept "Tailor Made".
Campaign Description:
Your clothes define you. We all prefer some colors to others and the color palette of our wardrobe reflects our personality. It would be nice for people to feel that they can choose exactly their color palette also in their car.
The action had qualitative results in terms of awareness and an increase of the interest of this model in the dealership where the action was executed. The video that was shared on smart social media achieved 184,000 reproductions in the first 24 hours.