Eurobest

smart "Most open test drive"

BBDO GROUP GERMANY, Berlin / DAIMLER / 2016

Awards:

4 Bronze Eurobest
4 Shortlisted Eurobest
Case Film
Presentation Image
Short Version
Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

The new smart fortwo cabrio is the only convertible of its class with a roof that opens completely. Our objective was to promote this unique feature in an entertaining way and increase test drive applications.

Description

In the film we see different contestants facing the “Most Open Test Drive”. The challenge: the test drivers have to be as radically open as the new smart fortwo cabrio. Connected to a lie detector, the driver has to answer questions in the face of hers or his best friends, beloved ones or family members. Only those who answer these questions openly and honestly have a chance to win because once a lie is exposed by the lie detector, the roof closes and the test drive is over.

Execution

The advert was first released on the 18th of February on YouTube, followed by smart European key markets – such as Germany, Portugal, Italy, Spain and France – who started posting it on their own national Facebook channels on the 1st of March.

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