smart EBALL by BBDO Berlin for Smart

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smart EBALL

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Industry Cars
Media Film, Ambient
Market Germany
Agency BBDO Berlin
Creative Director Jens Ringena, Ton Hollander
Art Director Tomas Tulinius, Sebastian Forsman, Daniel Schweinzer
Copywriter Fredric Antonsson, Lukas Liske
Released May 2011

Awards

One Show 2012
One Show Innovation in Advertising / Single or Campaign Gold
One Show Out Of Home / Digital / Electronic - Single or Campaign Gold
One Show Interactive Interactive Advertising / Environmental/Experiential - Single Merit

Credits & Description

Category: Cars & Automotive Services
Advertiser: DAIMLER
Product/Service: SMART FORTWO ELECTRIC DRIVE
Agency: BBDO GERMANY
Creative/Managing Director: David Mously/Jan Harbeck (BBDO Proximity Berlin GmbH)
Copywriter: Lukas Liske (BBDO Proximity Berlin GmbH)
Art Director: Sebastian Forsman (ANR BBDO Stockholm)
Group Account Director: Sebastian Schlosser (BBDO Proximity Berlin GmbH)
Account Director: Jan Hendrik Oelckers (BBDO Proximity Berlin GmbH)
Production Company: (Pflanz Werbemittelproduktion, Berlin)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany GmbH)
Copywriter: Fredric Antonsson (ANR BBDO Stockholm)
Managing Director: Dirk Spakowski (BBDO Proximity Berlin GmbH)
Production Company: (e.w.enture GmbH Munich)
Audio Production Company: (nhb ton GmbH, Hamburg)
Creative Director: Ton Hollander/Jens Ringena (BBDO Proximity Berlin GmbH)
Art Director: Daniel Schweinzer (BBDO Proximity Berlin GmbH)
Group Head: Frank Haegele (BBDO Live)
Project Manager: Sandra Gesell (BBDO Live)
Head Of TV: Steffen Gentis (BBDO Proximity Düsseldorf GmbH)
Production Company: (Gahrens + Battermann GmbH / Bergisch Gladbach)
Visual Effects/Animation: (nhb Studios Berlin GmbH)
Client Service Manager: Fredrik Pantzerhielm (ANR BBDO Stockholm)
Planning: Maria Sandberg (ANR BBDO Stockholm)
Art Director: Tomas Tulinius
Advertiser's Supervisor: Christoph Reichle (Daimler AG)
Agency Producer: Silke Rochow (BBDO Proximity Berlin GmbH)
Agency Producer: Julia Diehl (BBDO Proximity Düsseldorf GmbH)
Media placement: Event (Game) - IAA Frankfurt - 13.09.2011

Describe the brief/objective of the direct campaign.
Electric cars have many benefits, both ecological and economic. Still, the majority of drivers doubt that such a car can be real fun. Which is wrong: when it comes to the smart fortwo electric drive, low weight is combined with high battery power. The effect: a surprisingly powerful acceleration from a standing start. We wanted to promote this feature to potential customers in an unusual and convincing way in order to generate leads.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We let people experience the unique acceleration of the smart electric drive for themselves with a game where you constantly need to accelerate from rest. smart EBALL is played like PONG. The difference: our game is played by driving the car quickly back and forth. The position of the cars is tracked by lasers and brought to the screen with custom-built software. The cars turn into the controllers. Each driver can see for themselves the surprising acceleration and driving enjoyment – and register to receive further information at the smart EBALL counter.

Explain why the creative execution was relevant to the product or service.
smart EBALL let people experience the unique acceleration of the smart electric drive for themselves. And it gave visitors the opportunity to register at the smart EBALL counter in order to receive further information.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
520,000 spectators watched 3,000 EBALL games within 10 days at the IAA Frankfurt, the biggest motor show in the world. 11,000 people registered at our smart EBALL stand to receive further information. Countless visitors uploaded posts and videos. Blogs from all over the world took up the subject. smart EBALL is being discussed on TV and in the press. A test-drive event spreads our message: the smart fortwo electric drive is not only a sensible car, it’s also loaded with fun.