WORLD'S SMALLEST SHOWROOM by ANR BBDO Stockholm for Smart

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WORLD'S SMALLEST SHOWROOM

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Industry Cars
Media Promo & PR, Case study
Market Sweden
Agency ANR BBDO Stockholm
Art Director Marcus Göransson
Copywriter Sara Kolbäck
Released February 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: MERCEDES-BENZ
Product/Service: SMART
Agency: ANR.BBDO
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: ANR.BBDO, Stockholm, SWEDEN
Art Director: Marcus Göransson (ANR BBDO)
Copywriter: Sara Kolbäck (ANR BBDO)
Account Director: Fredrik Pantzerhielm (ANR BBDO)
Account Manager: Ursula Borg (ANR BBDO)
Final Art: Camilla Böttiger (ANR BBDO)
Media placement: Shop - Inner City Stockholm - 01/03/2009

Results and Effectiveness
Sales of smart in the Stockholm area went up 300% due to the new way of exposing the car to the target group.

Creative Execution
The World's Smallest Showroom! We found a suitable location in the middle of Stockholm's shopping district, just big enough to fit a smart car. And a salesperson. There we opened the world's smallest showroom, making the place both the media and the message. The small showroom displayed the car and illustrated the benefits of having a small car in the city at the same time.

Insights, Strategy & the Idea
Smart is a small and practical car, made to be used in the city. It's quick to drive and very easy to park. The target group is the double-income-no-kids people. With no car. They live in the city, but the smart they need is sold in big car dealerships outside the city, which are hard to reach without a car. Our solution: If Muhammed won't come to the mountain, the mountain will have to come to Muhammed. By moving the place of purchase of the car to a central place in Stockholm the target group was exposed to smart in a much greater extent than before.