Smart Promo, Case study CINEMA CURTAIN PROJECT by BBDO Germany

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency BBDO Germany
Executive Creative Director Sebastian Hardieck
Creative Director Ton Hollander
Art Director Lena Tuczek
Copywriter Kenny Blumenschein
Producer Rene Blumberg
Released February 2010

Credits & Description

Category: Best Use of Cinema
Advertiser: DAIMLER
Product/Service: SMART FORTWO
Date of First Appearance: Feb 4 2010 12:00AM
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Toygar Bazarkaya (BBDO Düsseldorf)
Executive Creative Director: Sebastian Hardieck (BBDO Düsseldorf)
Creative Director: Ton Hollander (BBDO Düsseldorf)
Art Director: Lena Tuczek (BBDO Düsseldorf)
Copywriter: Kenny Blumenschein (BBDO Düsseldorf)
TV Producer: Silke Rochow (BBDO Düsseldorf)
Producer: Rene Blumberg (Locomotion)
Account Executive: Michaela Hünlein (BBDO Düsseldorf)
Account Executive: Gülcan Demir (BBDO Düsseldorf)
Media placement: Cinema Campaign - 1 Spot - UCI Cinema Düsseldorf - 04.02.2010

Results and Effectiveness
This activity generated 7% more test drives at the local smart fortwo dealer as well as a lot of smiles.

Creative Execution
We use the curtain and combine it with a TV-Spot so it looks like a real smart fortwo is parking between the screen and the curtain.

Insights, Strategy & the Idea
The Smart fortwo is only 2.69 m long. So it fits into the tightest spots. As a result it is the perfect city car. The target audience consists of younger, sophisticated yet practical urban drivers, predominately women, who are looking for an easier way to commandeer city parking. They also enjoy going to the cinema with friends, which leads us to the question: How can we show the benefit of this car in the cinema?