Test drives are the most important selling tool for smart – no other car is so convincing in everyday city traffic: once you drive it, you love it. Our brief was to come up with an idea that would permanently raise the number of test drives significantly.

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.