Cannes Lions

SMART FORTWO

BBDO GERMANY, Dusseldorf / DAIMLER / 2010

Awards:

4 Bronze Cannes Lions
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Overview

Entries

Credits

Overview

Description

If you’re going 1.000 kilometers without a stop, you’d better pick the right passenger.

Execution

As people are mostly interested in easy parking when they’re sitting in their car, we had to catch them there. Every car has a car radio, so this seemed to be the best way to address to drivers. But instead of airing spots, we used a totally unknown media for advertising: RDS, the Radio Data System, which usually indicates the name of the radio station in car radio displays. Now it was used for the first time to transmit an advertising message. It was the perfect medium to address the parking benefit solely to drivers. And we literally proved that the smart car fits anywhere – even in the small display of the car radio.

Outcome

This activity generated 7% more test drives at the local smart fortwo dealer as well as a lot of smiles.

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