Smart teams save stranded drivers
New social project helps convince Moscow drivers that Smarts are real cars.
Credits
powered by
- Agency BBDO Moscow
- Production Company Park Production
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Credits
powered by
- Agency BBDO Moscow
- Production Company Park Production
- Director of Photography Georgy Leonov
- Art Director Darya Agapova
- Agency Producer Valery Gorokhov
- Chief Creative Officer Igor Lutz
- Animation Director Kirill Kulygin
- Director Ivan Oganesov
- Producer Irina Lanskaya
- Creative Director Mihai Coliban
Credits
powered by
- Agency BBDO Moscow
- Production Company Park Production
- Director of Photography Georgy Leonov
- Art Director Darya Agapova
- Agency Producer Valery Gorokhov
- Chief Creative Officer Igor Lutz
- Animation Director Kirill Kulygin
- Director Ivan Oganesov
- Producer Irina Lanskaya
- Creative Director Mihai Coliban
The Mercedes-Benz Smart Car’s core market, the Russian middle class, prefers large, expensive vehicles, even when they go looking for second cars. But these monster vehicles cause major problems in Moscow’s traffic and car parks.
Battling the large car’s social statement, Mercedes-Benz AG and BBDO Moscow began a new social project, the Unexpected Test Drive, to bring in the most reluctant customers to test drive the Smart.
Illegally parked cars in Moscow are removed in the highest number during weekend shopping. At the moment of the driver’s realisation, Smart Teams offered free rides (test drives) in the Smart.
Smart test drives increased 10 times, and sales increased by 300 per cent in the two weeks following the event.
Connections
powered by
- Agency BBDO Moscow
- Production Park Production
- Chief Creative Officer Igor Lutz
- Creative Director Mihai Coliban
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