Cannes Lions

smart "The U-Turned Billboard"

BBDO GROUP GERMANY, Berlin / DAIMLER / 2017

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Case Film

Overview

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Credits

Overview

Description

smart has the world’s smallest turning circle. To dramatize this benefit, we created an ingenious digital billboard that captures the face of the person driving by and instantly places it onto a smart fortwo.

People driving - in whatever car - into the smart dealership saw themselves going the other way inside a smart fortwo, learning about the fast turning abilities of the smart in the most entertaining way. A lighthearted solution to invite potential smart drivers to a test drive even before they entered the dealership.

Execution

The window-recognition technology required several weeks to be fully developed and tested. The billboard was active during one of the busiest weekends in the Spring of 2017, at the Berlin's main smart dealership.

Outcome

The people directly impacted by the billboard learned about the smart turning circle in the most personal way, increasing the requests for test-drives significantly.

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