| Title | Coke Can |
| Agency |
Springer & Jacoby Germany
|
| Campaign |
Coke Can
|
| Advertiser |
DaimlerChrysler
|
| Brand |
Smart
|
| Posted | June 2005 |
| Product |
Fortwo Cabrio
|
| Business Sector | Cars
|
| Philosophy | The top of the coke can shows a bird's eye view of the smart fortwo convertible. The image extends across the press-in tab, so if you open the can you also open the top of the convertible. Either way, you'll feel very refreshed. Around the image of the convertible, it says: "Refreshes with one pull. The smart fortwo convertible." |
| Problem | It only takes a single step to experience the pleasures of top-down driving in the smart ForTwo convertible. This product benefit needed to be communicated to a young target audience in an exceptional manner. |
| Result | Thanks to the successful malshot, smart dealers were able to achieve additional test drives with their hot leads, strengthening the target group's interest in the smart fortwo convertible. |
| Media Type |
Direct Marketing
|
| Market | Germany |
| Art Director |
Birgit Hogrefe
|
| Creative Director |
Dirk Haeusermann
|
| Creative Director |
Matthias Harbeck
|
| Designer |
Simone Grün
|
| Copywriter |
Christiane Rein
|
| Photographer |
C. Morlinghaus
|
