SMART CASE by BBDO Germany for Smart

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SMART CASE

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency BBDO Germany
Creative Director Ton Hollander
Art Director Peter Moje, Florian Zwinge, Jörg Tavidde
Copywriter Alexander Busch, Christian Ole Puls, Ingo Hontschke
Producer Silke Rochow
Released February 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: DAIMLER
Product/Service: SMART FORTWO
Agency: BBDO GERMANY
Date of First Appearance: Feb 16 2010 12:00AM
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Entry URL: http://www.smart-klasse.com
Chief Creative Officer: Toygar Bazarkaya (BBDO Düsseldorf)
Creative Director: Ton Hollander (BBDO Düsseldorf)
Producer: Silke Rochow (BBDO Düsseldorf)
Copywriter: Alexander Busch (BBDO Düsseldorf)
Copywriter: Christian-Ole Puls (BBDO Düsseldorf)
Art Director: Jörg Tavidde (BBDO Düsseldorf)
Art Director: Florian Zwinge (BBDO Düsseldorf)
: Alessandro Fruscella (Instinct BBDO)
: Laetitia Ziaco (Instinct BBDO)
: Gary Walker (AMV)
: Hugh Williams (AMV)
: Vincent Cusenier (CLM)
Copywriter: Ingo Höntschke (BBDO Düsseldorf)
Art Director: Peter Moje (BBDO Düsseldorf)
: Victor Mutel (CLM)
Manageing Director: Dirk Spakovski (BBDO Düsseldorf)
Group Account Director: Sebastian Schlosser (BBDO Düsseldorf)
Account Executive: Marco Golbach (BBDO Düsseldorf)
Media placement: TV Campaign - 5 Spots - ARD - 16.02.2010
Media placement: Mobile Campaign - 5 Spots - Www.smart-Klasse.com - 16.02.2010
Media placement: Internet Campaign - 5 Spots - Www.smart-Klasse.com - 16.02.2010
Media placement: Cinema Campaign - 3 Spots - Cinemaxx Bremen - 18.03.2010

Results and Effectiveness
Smart city became a boom town. The teasers grabbed lots of attention and interest to boost the click rate on www.the-smart-class.com. With so many things to experience on the side the users became easily engaged. One in eight viewers of the film took part in the smart competition and even every tenth arranged a test-drive. The budget was within budget. smart city became a boom town. And the client was satisfied since the smart fortwo has found its way right into the heart of the target group – taking the shortest way. Worlwide.

Creative Execution
We have created an online city which allows the target group from all over the world to meet: smart city. There, every country can communicate its own relevant smart car features. The clue: As a guide to smart city we’ve developed teaser films. Each of it is part of another film which is shown only in smart city and that runs an important country specific theme. And due to the teasers’ shortness they can be used at extremely low prices and flexibly. If the viewer is not at home but wants to know how the film will carry on, the only thing he needs is a mobile phone since the whole website can be also seen mobile. That way you can reach smart city from everywhere.

Insights, Strategy & the Idea
Our goal was to give the target audience an understanding of the unique selling points the smart fortwo has to offer – worldwide. But each country got its own individual demands and relevant car features. So we had to develop a worldwide campaign which has to be applicable individually in every single country: online, mobile and on TV. The urban and highly individual target audience have one thing in common: a high affinity for the Internet. That’s why we have created the multinational webpage www.the-smart-class.com as the centre of the campaign– a website which provides both international content and the possibility for each country to feature their national topics. To drive the audience to the page we produced not less than five different, attention-grabbing teaser TVCs that find their reveal only on www.the-smart-class.com.