| AD STARS 2013 | ||
|---|---|---|
| Innovation | Vehicles | Crystal |
| Promotion | Vehicles | Crystal |
| MIAF Awards 2013 | ||
| MEDIA PROJECTS | Best usage of non-standard advertising (New media) | Gold |
| Epica Awards 2013 | ||
| Promotions/Installations/Events | Public Relations | SILVER |
Media: Ambient
Category: Automotive
Agency: BBDO
Brand: Smart
Geo: Europe, Russia
The once elusive, now strongly emerging Russian middle class still prefers big, expensive cars, an obvious proof of its social success. Although most of them are in dire need of a second car, our potential customers showed virtually no interest in our Smarts. Our objective was to bring the most reluctant consumers to test drive the Smart and change their state of mind from "Smart is no...