Cannes Lions

SMART FORTWO

PROXIMITY GERMANY, Hamburg / DAIMLER / 2008

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Overview

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Credits

Overview

Description

The campaign should be carried out with a comparatively low budget Europe-wide in order to arouse interest in the smart and to generate pre-orders.

Execution

Before the launch of the Smart Fortwo, we were aiming to get in touch with as many people as possible all over Europe. We developed the Smart-and-the-city tour, a voyage through 27 European cities. Our drivers were people who, like thousands of others, had applied on the internet and had been voted for.The task: encounter the unsung heroes of each city.These 'heroes' had also applied on the internet to represent their cities. The encounters between our protagonists and the heroes were regularly made available as tour diary films on the website and they enthused a growing fan base.

Outcome

Around 50,000 applications to be a driver or city hero, millions of page views, more than 45,000 new leads and even 30,000 pre-orders for the new Smart Fortwo before its dynamic presentation. Mission accomplished!

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