BBDO Moscow: Mercedes Smart Unexpected test drive

Video description

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 not really a car" into being true believers and advocates of the Smart.

Solution

Our secret weapon: once you take the Smart for a ride, youll fall in love with it.
Core audiences weakest point: their big cars and all the problems they bring along.

Context

Most illegally parked cars in Moscow are picked-up during the weekend shopping. Once car-less, drivers go through a real ordeal -- exorbitant, hours long cab rides through Moscows traffic, in order to get back their cars.

Idea

At the peak of the drivers desperation, the Smart Teams jump in, offering free rides, a unique opportunity to test drive the versatile Smart in some of the Worlds worst traffic jams.

Being there for them exactly at the moment when they needed a car the most turned reluctant, condescending consumers into true believers -- a 100% realistic test drive of the very car that could have saved them from all the hustle.

Results

40 Smarts saved 623 car-less drivers during 3 days, in parking lots around 8 shopping malls

Over 400 drivers became true belivers ("Smart is a real car") -- rate of conversion of 70% - advocating Smart on their vkontakte and facebook profiles

Blogs and news portals picked-up the stories, generating hundreds of thousands of dollars in earned media and incalculable amounts of positive emotions around the tiny cars that saved the day of Moscow car-less drivers

Test drives increased 10 fold and Sales increased by 300% in the 2 weeks following the event.

Credits

Advertising Agency
BBDO, Moscow, Russia
Chief Creative Officer
Igor Lutz
Creative Director
Mihai Coliban
Art Director
Darya Agapova
Production Company
Park Production
Film Director
Ivan Oganesov
Production Company Producer
Irina Lanskaya
Agency Producer
Valery Gorokhov
Natalya Abzalova
Animation
Kirill Kulygin
Deputy Creative Director
Sergey Kozhevnikov
Client Service Director
Christina Tancher
Group Account Director
Anna Sokolova
Account Manager
Yana Bader
Managing Director
Elena Novikova
Account Manager
Maria Stepkova
D.O.P
Georgy Leonov