Smart: smart POP UP Billboards

Credits & Description:

In the major cities the smart is unbeatable, when it comes to finding a parking space. This superiority is showcased by the âsmart POP UP Billboardsâ. They donât put the smart onto a poster, but rather the poster onto the smart. Straight into the real world. Throughout the city, where it currently shines with its skills, the âsmart POP UP Billboardsâ give the uniqueness of the smart the perfect setting. Because the best ad for the smart is the smart.
Category: Automotive
Client: Mercedes-Benz Cars Vertrieb Deutschland
Brand: Smart
Media: Outdoor
Category: Automotive
Agency: BBDO Duesseldorf GmbH
Production: Cobblestone Filmproduction GmbH
Country: Germany
Director: Andreas Breunig
Director: Michael Reinhardt
Creative Chairman: Kristoffer Heilemann
Creative Chairman: Sebastian Hardieck
Creative Chairman: Darren Richardson
Chief Creative Officer: Wolfgang Schneider
Creative Director: Veikko Hille
Art Director: Andreas Breunig
Copywriter: Michael Reinhardt
Producer: Anuschka Wallé
Producer: Oli Krasemann
Producer: Juri Wiesner
DoP: Yannick Bonica
DoP: Patrick Wiesner
Sound Design: Timo Kockmeyer
Sound Design: Marco Manzo
Agency Producer: Bernhard Burg
Post production: CraftWork Duesseldorf
Editor: Kevin Krefta
Photographer: Nadine Zilliges
Music + Sound Production: Studio Funk GmbH
Account manager: Benjamin Kraus
Client Service Director: Sebastian Schlosser
Chief Production Officer: Steffen Gentis
Brief Explanation
Objectives: Triggering awareness for the benefits of the smart 4 Two in an urban environment, mainly in Europe.
Insight and Strategy: As cars are getting bigger and bigger over the years, parking spaces are getting more and more scarce in major cities especially with parking lots being designed for cars dating back 20-30 years. This leaves the smart as the truly ideal city car for commuting and daily routines. To underline this statement we supported our claim by outlining the most original way of parking with our Pop Up Billboards.
Results and Effectiveness
During and shortly after the campaign smart dealers in Berlin and nearby cities reported a distinct
increase of purchase requests including test drive registrations of approximately 20%. At the same
time the smart website got a significant increase of visitors with direct enquiries. Based on local ips
daily requests increased of 25% during the campaign. After all, sales in the Berlin area increased by
almost 5% compared to the same period of the year before.
Creative Execution
The uncommon use of an established, common medium is the core of the creative idea. In this case
the product is not put onto a poster but rather the poster onto the product. By chance smart cars in
action that performed their superior skills in the real world became a living element of Pop Up
Billboards throughout the city of Berlin.
Insights, Strategy and the Idea
The smart target group are people living in urban areas who are struggling with less and less
parking space while the average car size is getting bigger. smart is already on their mind as an
adequate respons to the today's urban challenge. Hence it was important to use this factor for
recalling the superiority of the smart wherever it shines with its skills. Since the campain had to react
on situations that came incidentally, media planning was not involved in a classical way.