Smart: SMART TWITTER SPOT

Credits & Description:

Type of entry: Graphic Design & Design Crafts

Category: Advertising Typography

Advertiser: MERCEDES-BENZ ARGENTINA

Product/Service: SMART

Agency: BBDO ARGENTINA Buenos Aires, ARGENTINA

Advertiser MERCEDES-BENZ ARGENTINA

Product SMART

Entrant BBDO ARGENTINA Buenos Aires, ARGENTINA

Type of Entry: Graphic Design & Design Crafts

Category: Advertising Typography

Title: SMART TWITTER SPOT

Advertiser/Client: MERCEDES-BENZ ARGENTINA

Product/Service: SMART

Entrant Company: BBDO ARGENTINA Buenos Aires, ARGENTINA

DM/Advertising Agency: BBDO ARGENTINA Buenos Aires, ARGENTINA



Executive Creative Director: Ramiro Rodriguez Cohen (BBDO Argentina)

Executive Creative Director: Rodrigo Grau (BBDO Argentina)

Interactive Creative Director: Pablo Tajer (BBDO Argentina)

Director Of Innovation: Alejandro Gowland (BBDO Argentina)

Producer Of Interactive Strategies: Veronica Conti (BBDO Argentina)

Art Director: Maximiliano Ballarini (BBDO Argentina)

Copywriters: Agustín Suarez/Guido Lancellotti (BBDO Argentina)

Advertiser’s Supervisor: Verónica Pagniez/Analía Parada/Josefina Segovia/Sebastián Zajdman (Mercedes Benz Argentina)

Account Team: Daniel Albamonte/Valeria Rodero (BBDO Argentina)

Producers: Veronica Zeta/Jimena Oliva (BBDO Argentina)

Producers: Gustavo Iturmendi/César Berrade (Lemuria)

Animation Team: Gonzalo Retamoso/Franco Carlesimo/Fernando Silban (Lemuria)

Director: Martin Jalfen (Lemuria)

Music: (Elefante Resonante)



Brief Explanation

Smart is the perfect car for everyday use in the city, with a unique design and eco-friendly technology. We had to reflect that in a Twitter profile. Twitter is a content-oriented social network, with not a large room for design or visual innovations. However, at the same time, a very appropriate media for Smart, considering the limitation of space to 140 characters.



Describe the brief from the client

We had to launch @smartArg, the Twitter account of Smart Argentina.









Describe the creative solution to the brief/objective.







We decided to use the typography to develop the first Twitter commercial. Very appropriate, considering that Smart is the only car that fits into 140 characters. Visitors to Smart Argentina's Twitter page can scroll in Chrome using the J and K buttons to see a cute animation of a Smart car travelling through the city as passers-by cheer on. Each frame, of course, was made out of 140 characters or fewer.









Describe the results in as much detail as possible.







We launched the Twitter account on April 4th, 2012 gaining the attention of thousands of consumers in social media. In only 4 days @smartArg gained more than 2,000 followers, quite an amazing result for the brand, compared to smart Twitter accounts in other countries (@smartcarUSA has 3,239 followers).

TechCrunch and Anonymous talked about it, and we even got a tweet from Adam Bain, President of Revenue at Twitter. “The most creative use of Twitter yet” was the phrase used several times.