|Title||Smart Twist - The simplest test-drive ever|
|Agency||BBDO Russia Group|
|Campaign||The simplest test-drive ever|
|Date of First Broadcast/Publication|
|Story|| ChallengeSmart by Mercedes is a perfect car for a big city with huge parking problems. In Moscow, it takes an average of 19 minutes a day for a driver to find a parking place. Yet people still try to squeeze their mid-to-large cars into limited places. Our objective was to show reluctant consumers that the Smart is an best car for parking in the big city.|
The task was to drive the audience’s interest in Smart by demonstrating its amazing parking abilities. The results were to be measured by hotline calls and test drive applications.
|Philosophy|| We involved a city-wide chain of corporate self-service cafeterias called Cafetera. There are 18 Cafeteras in Moscow’s biggest business centers (total daily audience 10 000 people), a bulls-eye hit into the target audience: upper middle class white collars. The lines in Cafeteras during lunch hours are as terrible as the parking situation around them. |
We noticed that just a simple 900 turn of a tray will increase the number of trays on the counter by 50%. And this is exactly how it feels to park a Smart. A simple sticker on a tray turned it into the simplest test drive ever - the effect of Smart parking is visible immediately, on the counter.
|Result||Total people reached by the message: approx. 9000Hotline calls increase vs. planned: 186%Smart Test Drive online applications coming from Smart Twist vs. classic media ads: 26:1 ratioTotal people applying for a test drive: 85 - 250% increase vs. the monthly averageConversion rate 70% - people applying for a Test Drive vs QR code readingsCafetera lines efficiency increase during the promo: 38%|
|Chief Creative Officer||Igor Lutz|
|Creative Director||Mihai Coliban|
|Art Director||Konstantin Tokarev|
|Account Supervisor||Christina Tancher|
|Account Supervisor||Anna Sokolova|
|Advertiser's Supervisor||Ekaterina Geraseva|
|Account Manager||Yana Bader|
|Producer P.P.C.M Enterprise||Daria Yastrubitskaya|
|Director P.P.C.M Enterprise||Avdotia Alexandrova|
|Graphics&Animation P.P.C.M Enterprise||Timofey Alexandrov|
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