Smart: #smarteffect [video] 2

Credits & Description:

Client: Mercedes-Benz Portugal
Product: Smart Fortwo
Entrant: Bbdo Portugal Lisbon, Portugal
Title: #Smarteffect
Product/Service: Smart Fortwo
Entrant Company: Bbdo Portugal Lisbon, Portugal
Advertising Agency: Bbdo Portugal Lisbon, Portugal
Media Agency: Comon.Pt Lisbon, Portugal
Production Company: Jack The Maker Lisbon, Portugal
Production Company 2: Wondr Lisbon, Portugal
Production Company 3: Pix Mix Lisbon, Portugal
President/CCO: Rui Silva (BBDO Portugal)
Creative Director: Marco Pacheco (BBDO Portugal)
Art Director: Ruben Rodrigues (BBDO Portugal)
Copywriter: André Pereira (BBDO Portugal)
Account Director: Rita Bastos (BBDO Portugal)
Agency Producer: Ana Rondão (BBDO Portugal)
Execution
The #smarteffect was a live stunt that took place in some busy streets of Lisbon, aimed at drivers that don’t drive a smart. We built two special cars that could shrink in real time and on the spot, as the non-smart drivers tried to park in between them. After watching the two cars shrink in a magical way, the non-smart drivers could read our message printed in one of the cars: “Suddenly the city makes room. This is how it feels to park a smart.”
Synopsis:
smart has growing competition within the segment of small cars,and was loosing market share and brand awareness. The brief was to promote smart’s brand assets in a close, fun way, as the best solution for urban parking&mobility, reminding drivers that it’s a car that changes the perception of space in the city you live in. The overall budget for the Project was 50.000€, to impact the locals, and spread the message to the entire country through digital & earned media.
Campaign Description:
Showing every non-smart driver who is going around looking for a parking space, how good it feels when suddenly, there’s more room for you in the city. That’s how it feels to own a smart, once you have to park it.
Strategy:
Giving smart’s perception a new boost to smart and non-smart owners, by shifting the product’s benefit from a rational proposition (smart fortwo is a very small car that must be easy to park) to a more emotional one (smart changes the scale of the city and this feels great) by giving non-smart drivers the experience, instead of only the information.
Outcome:
230 drivers impacted on spot.3.5 Million views –(60% of Portugal’s web users universe).12.5 Million impressions.2500% increase on smart’s facebook interactions (first 72 hours).648% increase on smart’s social network followers (first 72 hours).70k visit to site.846 direct leads.
Execution:
We created two cars that shrink in real time. They were placed for two days in 2 of the busiest areas in the city. There’s a parking space in between them, and once a non-smart driver tries park, we increase the available space by shrinking our cars. The action was experienced live, and filmed to be shared online.