SMART CINEMA by CLM BBDO Paris for Smart

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SMART CINEMA

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Industry Cars
Media Promo & PR, Case study
Market France
Agency CLM BBDO Paris
Art Director Cécile Guillaume
Copywriter Tiphaine Blot
Editor Philippe Bienaimé
Released April 2010

Credits & Description

Category: Best Use of Cinema
Advertiser: MERCEDES-BENZ
Product/Service: SMART FORTWO
Agency: CLM BBDO
Date of First Appearance: Apr 21 2010 12:00AM
Entrant Company: CLM BBDO, Boulogne-Billancourt, FRANCE
Vice President/Chief Creative Director: Jean-François Sacco (CLM BBDO)
Vice President/Chief Creative Director: Gilles Fichteberg (CLM BBDO)
Managing Director: Marie-Pierre Benitah (CLM BBDO)
Account Director: Sophie Cavazza (CLM BBDO)
Copywriter: Tiphaine Blot (CLM BBDO)
Art Director: Cécile Guillaume (CLM BBDO)
Media Agency: Mathieu Delcoustal (MEC)
Editor: Philippe Bienaimé (CLM BBDO)
Media placement: CINEMA CAMPAIGN - 1 SPOT - UGC (400 CINEMAS) - 21/04/2010

Results and Effectiveness
An increase of 15% regarding the test drive emailing return rate (compared to a regular emailing operation) = 203 test-drives can directly be related to our operation (a specific question was asked by the call centre).

Creative Execution
In order to maximise our message with efficiency/impact, we decided to broadcast in places where our audience was highly concentrated and felt concerned by the consequence of our insight: being late because of parking issues. So we developed a fake film opening, to make people believe that the movie is starting. This is suddenly interrupted by a screen explaining that the movie has to wait for the people, who are late because they’re not driving a smart... We dealt with the sales house to broadcast our commercial on the last slot before the movie starts (outside the classic advertising slot) in city centre cinemas (Paris: Champs-Élysées, Saint-Germain-des-Prés… almost 400 cinemas in France).

Insights, Strategy & the Idea
To think “smart fortwo” when they think “small car” (urban mobility solution). By making them experience that the smart fortwo is the most desirable and only intelligent solution for urban (auto)mobile lifestyle - due to its benchmark features such as length (2.69 m), in an unusual, trendy and innovative way. Insight: 34% of city-centre traffic jam is caused by people looking for a parking space.