Smart Promo, Case study Plug into a better world - World´s first socked ad by BBDO Germany, Proximity Germany

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Plug into a better world - World´s first socked ad

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency BBDO Germany
Copywriter Helmut Bienfuss
Agency Proximity Germany
Art Director Gisela Demary
Released May 2010


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Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: DAIMLER
Date of First Appearance: May 8 2010
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Carsten Bolk (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Art Director: Gisela Demary (BBDO Proximity)
Copywriter: Helmut Bienfuss (BBDO Proximity)
Group Account Director: Sebastian Schlosser (BBDO Proximity)
Agency Producer: Bernhard Burg (BBDO Proximity)
Media placement: Ambient - Hotels Berlin - 08.05.2010
Insights, Strategy & the Idea
The market for electric driven cars is moving. Some huge manufacturers are launching new and intelligent vehicles. The smart electric drive wants to get to be known as the original in this new market by claiming “Electric Driving” in a very unique way.
Creative Execution
We created world’s first socket ad. It’s small and round and free of emissions, so it’s like the car itself. Little inserts made out of recycled material were placed in many, many sockets and made them into a new and innovative media idea for the smart message: plug into a better world. The sockets of course have work with the insert in them – the holes for the plug are the wheels of the car.
Results and Effectiveness
There was extremely high awareness for this unusual media idea in hotels, airport-lounges, trains, fitness-centres and where people recharge or use electric devices. We created high awareness as well for the smart electric drive and positioned the brand as the most innovative one. Additionally we created a smile on the person’s face when they wanted to use the socket, and they examined this surprising idea.