Cannes Lions

smart social leasing

BBDO GROUP GERMANY, Berlin / DAIMLER / 2016

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Overview

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Credits

Overview

Description

smart presents: social leasing. An utterly new leasing model where you don’t pay with money – but with test drives. The simple principle: Let 10 of your friends drive with your smart every month – and you drive for free.

Execution

A social media campaign raised awareness for the innovative leasing model – supported by an online film that people could use to activate their social contacts. The message: “You do a lot for your friends – it’s about time they do something for you.“ The registration period started in 11/2015. In 2/2016 the first cars where handed over to the first social leasing drivers.

Outcome

- Facebook reach: > 9 million

- Video views: 4 million

- At the end of the launch phase we had 450 applicants per car.

- Social leasing cars are now on the road everywhere in Germany, their owners are generating hundreds of test drives every month for smart without further investment

- A social leasing test drive is 80% cheaper for smart than a regular test drive

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