Cannes Lions

Talking Scratches

BBDO, Moscow / MERCEDES BENZ / 2018

Presentation Image
Demo Film
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Overview

Entries

Credits

OVERVIEW

Description

We noticed that paint scratches on columns are a well-known symbol that reminds drivers that every car is in danger..

…But not in case of smart, a perfect car for big city parking. Driving this maneuverable and comfortable vehicle means easy and safe parking. And that's what we wanted to tell potential customers.

Execution

We went to one of the most visited Moscow car parks, right in the heart of the city.

Hundreds of drivers got our message.

Outcome

The message was clear: a compact car is much easier to park. We created a very simple solution that reached the target audience with the bull’s-eye accuracy.?The campaign lasted for 1 month, and over 350 000 shopping mall visitors faced our activation.

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