Advertiser: MERCEDES-BENZ
Agency: CLM BBDO
Category: Cars & Automotive Services
Advertising campaign: PARK ON TIME
Case Study Editor: Damien Dupoux (CLM BBDO)
Copywriter: Eric Pierre (CLM BBDO)
Account Executive: Louise Rahman (CLM BBDO)
Captation Video: Timothée Lemaitre (CLM BBDO)
Creative Director: Olivier Lefebvre (CLM BBDO)
Motion Designer: Stiv Spasojevic
Artistic Director: Augustin Camus (CLM BBDO)
Creative Director: Benjamin Marchal (CLM BBDO)
Copywriter: Swann Richard (CLM BBDO)
Captation Video: (CLM BBDO)
Account Director: David Piperaud (CLM BBDO)
Executive Creative Director: Matthieu Elkaim (CLM BBDO)
Account Manager: Roxane Roullier (CLM BBDO)
Outcome
The operation clearly proved that smart is THE urban mobility solution. It also brought the smart brand to centre stage and demonstrated its well-known personality traits: audacious, gutsy, ingenious and fun. The campaign was broadcast across the world on hundreds of television channels and websites: abcnews.com, AFP, LCI, Fox News, The Telegraph, CNN, Paris Match, Chicago Tribune, PR Week, Mac World…smart benefited from massive coverage equivalent to a media plan worth over a million euros for only €679 of investment i.e the price of an iPhone 5.
Client Brief Or Objective
For most people, the reality of urban living is traffic jams, no parking places and always being late - unless they drive a smart. We decided to run an experiential marketing campaign to remind people that they can always be on time with a smart.
Execution
The launch of the iPhone 5 at Opera in Paris was an impactful place to be for our smart as it underlined in a very direct way how easy and how simple life is when you drive a smart. This operation proved, literally, to consumers that smart is THE urban mobility solution.Moreover, to ambush the launch of the new iPhone, we brought the smart brand in front of the scene for what it is known for: an audacious, gutsy, ingenious and fun communication tone.
Implementation
We selected one of the most eagerly anticipated events of the year to demonstrate that in smart you can park anywhere and always be on time. On the 21st September, smart ambushed the launch of the iPhone 5 in Paris. Our partner Anthony was the first in line. Later, in front of international TV camera, he came out holding the first iPhone 5 and wearing a T-shirt saying 'There are some moments you just can’t miss. Park on time with smart.' He walked over to his smart, parked in front of the store to be sure not to miss this moment.