Cannes Lions

SMART CABRIO ALLEY

BBDO CHINA , Beijing / MERCEDES BENZ / 2014

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Overview

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Credits

Overview

Description

In a city infamous for smog and air pollution it is little wonder that convertibles do not sell well. Our task was to help reframe the benefits of the soft top smart while remaining true to the core of smart’s ultimate city car positioning. The objective was to be able to make walk-in customers at dealerships, who would come with the intent of enquiring about a regular smart, to consider or change their interest to the cabrio.

Execution

In the true manner of the smart brand, we wanted to humorously reframe the physical properties and abilities of the car. With the soft top down, the smart fortwo cabrio can offer a complete panoramic vista…up. This offers a unique view of the city, where space is limited and the majority of people live their lives and stories above the ground. In order to complete the experience, we placed the multi-perspective artwork directly above a smart fortwo cabrio in the dealership showroom. So when someone sits inside or check-out the Smart Cabrio at the showroom, he naturally experience the poster message hanging above the car.

Outcome

The response to the design was unexpectedly positive. Dealerships reported a five-fold increase in the sale of the cabrio across the city and all the sales were made from dealerships where we had installed the campaign. Not only that but inquires for test drives were also increased by 20% and general dealership traffic improved significantly over the campaign period. Anecdotally dealers did report that some customers had come to visit the dealerships based on word of mouth about the campaign.

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