| LIA 2016 | ||
|---|---|---|
| Branded Entertainment | Experiential/Live Events | Bronze Winner |
| Cannes Lions 2016 | ||
| Promo And Activation | Use of Promo & Activation: Use of Competitions & Promotional Games | Bronze Lion |
| Eurobest Awards 2016 | ||
| Outdoor | Ambient: Interactive Outdoor Experiences | Bronze Eurobest |
| Promo & Activation | Sectors: Cars & Automotive Products & Services | Bronze Eurobest |
| Outdoor | Use Of Outdoor: Use Of Ambient Outdoor | Bronze Eurobest |
| Promo & Activation | Use Of Promo & Activation: Use Of Competitions & Promotional Games | Bronze Eurobest |
Agency: Bbdo Group Germany
Brand: Daimler Ag, Smart
Country: Germany
Advertising Agency: Bbdo Group Germany, Berlin
Entrant Company: Bbdo Group Germany, Berlin
Media Agency: Bbdo Group Germany, Berlin
Pr Agency: Bbdo Group Germany, Berlin
Production Company: Markenfilm Crossing, Hamburg
Director: Kai Sehr (C/o Markenfilm Crossing)
Executive Creative Director: Michael Schachtner (Bbdo Berlin Gmbh)
Audio Production House: - (Studio Funk Gmbh & Co. Kg, Berlin)
Account Manager: Sonja Ruschke (Bbdo Berlin Gmbh)
Creative Managing Director: Ton Hollander (Bbdo Berlin Gmbh)
Post Production Company: - (Arri Mitte)
Setting: - (Orange Films Cape Town)
Copywriter / Script: Kyra Nenz, Julian Stölting (Bbdo Berlin Gmbh)
Visual Effects: Martin Poggenclaas, The Makery (-)
Music/Sound Design: - (Nordmeister)
Creative Managing Director: Jan Harbeck (Bbdo Berlin Gmbh)
Producer: Julia Dobler (Arri Mitte)
Sound Engineer: Julian Maßmann (Studio Funk)
Account Director: Lindsay Jönsson (Bbdo Berlin Gmbh)
Casting: - (Deep Blue, Orange Films Cape Town)
Director Of Photography: Björn Knechtel (C/o Markenfilm Crossing)
Group Account Director: Jan Hendrik Oelckers (Bbdo Berlin Gmbh)
Composer: Malte Hagemeister, Kristian Nord (-)
Art Director: Shelley Lui (Bbdo Berlin Gmbh)
Agency Producer: Stefan Bader, Silke Rochow (Bbdo Berlin Gmbh)
Producer: Uta Wittchen, Nicole Leibner (Studio Funk)
Chief Creative Officer: Wolfgang Schneider (Bbdo Group Germany Gmbh)
Creative Director: David Missing, Fedja Kehl (Bbdo Berlin Gmbh)
Producer: Oliver Hack, Alexander Husche (Markenfilm Crossing)
Chief Production Officer: Steffen Gentis (Bbdo Group Germany Gmbh)
Editor: Sven Duncker (-)
Outcome:
The test drive created buzz at the event location, fascinating not only the 18 test drive teams, but several hundreds of spectators who visited the event in the center of Cape Town. Even more importantly, smart key markets of Europe – such as Germany, Italy, Spain, France and Portugal – have picked up on the idea of making it the core element of the campaign on their social media channels to generate more test drives. In numbers: - Reach in total: 2.981.464 (still counting)- 30% increase in Fans for the smart Germany fan page.
Strategy:
The goal of the “Most Open Test Drive” was to raise awareness for the new smart fortwo cabrio in the target group, which consisted of young, mostly highly educated, urban avant-garde milieus from European metropolitan areas.
Synopsis:
The new smart fortwo cabrio is the only convertible of its class with a roof that opens completely. Our objective was to promote this unique feature in an entertaining way and increase test drive applications.
Execution:
The advert was first released on the 18th of February on YouTube, followed by smart European key markets – such as Germany, Portugal, Italy, Spain and France – who started posting it on their own national Facebook channels on the 1st of March.
Campaign Description:
Our solution: "the most open test drive", a live test drive event in which we determine whether the contestants are as radically open as the new smart fortwo cabrio. Connected to a lie detector, the driver has to answer questions in the face of her or his best friends, beloved ones or family members. Only those who answer these questions openly and honestly have a chance to win because once a lie is exposed by the lie detector, the roof closes and the test drive is over.