SMART CHRISTMAS GLOBE by BBDO Beijing for Smart

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SMART CHRISTMAS GLOBE

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market China
Agency BBDO Beijing
Executive Creative Director Danny Chan
Creative Director Ryan Peng
Art Director Tao Xie, Chaoran Zhou
Copywriter Feng Zhang
Account Supervisor Susie Lu
Released November 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: MERCEDES-BENZ
Product/Service: SMART CAR
Agency: BBDO CHINA
Executive Creative Director: Danny Chan
Creative Director: Ryan Peng
Copywriter: Feng Zhang
Art Director: Tao Xie; Chaoran Zhou
Account Manager: Michael Xu
Account Supervisor: Susie Lu
Advertiser's Supervisor: Lei Liu
Other Credits: Snow Globe Installation: New Element Co.
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: BBDO CHINA, Shanghai, CHINA
Description of Ambient execution
As part of the smart car Christmas campaign in China, 3 larger than life-sized snow globes were created each with a real smart car parked inside. These were then strategically placed in heavy pedestrian traffic locations at the top outdoor shopping plazas in Beijing, Shanghai, and Shenzhen. They of course attracted enormous attention as busy holiday shoppers could go inside the globe to touch and feel the smart car, and experience for a moment the European lifestyle it brings (Christimas being an 'imported' holiday and considered part of western culture and lifestyle). Whilst in the globe, viewers were educated on the smart car and its amazing features, and encouraged to book a dealership visit and sign up for a test drive. The smart snow globe was a lively brand experience center that appealled at the right time, to the right people. A gift size snow globe with a smart car model was also produced to distribute to existing and potential smart owners at dealer showrooms. The snow globes caused huge interest amongst our target customers, with over 3000 visits and 650 test drives resulting. Over the month over 600,000 viewers were exposed to the smart globe, as well as media coverage on TV, and in Lifestyle Magazines and Press.
English Translation of Main Headlines
Live smart this Christmas