(Aided) brand awareness for smart in Belgium is high (=85% in the segment of small city cars). The problem was not brand awareness, but the very low brand consideration (3%). This meant there were 14 (!) other brands and models ranked above smart in the same small car segment. So we needed to make smart relevant again as small city car.

To emphasize the inordinate amount of time belgians loose looking for parking in city centers, we kicked off our ‘always room for a smart’ campaign on national radio by broadcasting these entire 5'13".

We used this exceptionally long ad to kick-off our campaign on national radio. We aired the full commercial of 5'13" once, during prime time on two major radio stations in Belgium (one in the flemish and one in the french region).