Skip to main content
Home

ad Ruby

Main navigation

  • Home
  • Print
  • Outdoor
  • TV / Film
User account menu
  • Contact
  • Log in

Breadcrumb

  1. Home
  2. Smart
  3. Smart offering free rides

Smart offering free rides

The once elusive, now strongly emerging Russian middle class still prefers big, expensive cars, an obvious proof of its social success. Although most of them are in dire need of a second car, our potential customers showed virtually no interest in our Smarts. Our objective was to bring the most reluctant consumers to test drive the Smart and change their state of mind from "Smart is not really a car" into being true believers and advocates of the Smart.

Solution: Our secret weapon: once you take the Smart for a ride, you'll fall in love with it. Core audience's weakest point: their big cars and all the problems they bring along.

Context: Most illegally parked cars in Moscow are picked-up during the weekend shopping. Once car-less, drivers go through a real ordeal -- exorbitant, hours long cab rides through Moscow's traffic, in order to get back their cars.

Idea: At the peak of the driver's desperation, the Smart Teams jump in, offering free rides, a unique opportunity to test drive the versatile Smart in some of the World's worst traffic jams. Being there for them exactly at the moment when they needed a car the most turned reluctant, condescending consumers into true believers -- a 100% realistic test drive of the very car that could have saved them from all the hustle.

Results: 40 Smarts saved 623 car-less drivers during 3 days, in parking lots around 8 shopping malls

Advertising Agency: BBDO, Moscow, Russia

Chief Creative Officer: Igor Lutz / Creative Director: Mihai Coliban / Deputy Creative Director: Sergey Kozhevnikov / Senior Art Director: Darya Agapova / Senior Producer: Valery Gorokhov / Producer Assistant: Natalya Abzalova / Animation: Kirill Kulygin / Producer Park Production: Irina Lanskaya / Director Park Production: Ivan Oganesov / DOP Park Production: Georgy Leonov / Managing Director Pelican Event: Elena Novikova / Account Manager Pelican Event: Maria Stepkova /  Client Service Director: Christina Tancher / Group Account Director: Anna Sokolova / Account Manager: Yana Bader

Category

  • Automotive
Ad Agency
BBDO

Brand

  • Smart
Media
Ambient
Country
Russia
By adRuby, 14 May, 2013
  • Add new comment
  • 426 views

Similar content

Smart print ads

Smart: Smallest turning circle. smart fortwo.

Smallest turning circle. smart fortwo.

Smart print ads

Smart: New Smart with electronic stability control.

New Smart with electronic stability control.

Smart: It Can Fit In Everywhere

Advertising Agency: BBDO Group, Istanbul, Turkey

Smart print ads

Smart: smart, the less polluting car of the world, from just 7.990€

smart, the less polluting car of the world, from just 7.990€

Smart: drive it or hate it

Smart: drive it or hate it

Advertising Agency: BBDO, Düsseldorf, Germany
Chief Creative Officers: Darren Richardson, Wolfgang Schneider

Smart print ads

Smart: Quicker turnarounds. The smart fortwo.

Quicker turnarounds. The smart fortwo.

Smart print ads

Smart: Silence the city. smart electric drive.

Silence the city. smart electric drive.

Smart: a genial dancing traffic light

We believe that smart ideas can turn the city into a better place.

Smart "Bad Parking" ready to park

Smart "Bad Parking" ready to park

To advertise its new parking feature, smart pokes fun at badly parked e-scooters.

Smart print ads

Smart: Perfect for two.

Perfect for two.

smart

smart: Be lucky, be smart.

Be lucky, be smart.

Advertising Agency: Alice BBDO, İstanbul, Turkey

Smart ads

Smart: smart fortwo coupé from 8,700 €

smart fortwo coupé from 8,700 €
smart fortwo cabrio from 11,240 €

Smart ads

Smart: the brand new ebike

Smart® brand is all about innovation, design and environmental friendly transport solutions.

Mercedes-Benz BlueEFFICIENCY App

Advertising Agency: FHV BBDO, Amsterdam, Netherlands

Volkswagen Trucks

Volkswagen: The right size for your needs

Volkswagen Delivery Trucks. The right size for your needs.

Advertising Agency: AlmapBBDO, Brazil

Yamaha ads

Yamaha: The wait is over

The wait is over.

Advertising Agency: DLV BBDO, Milan, Italy

Yamaha ads

Yamaha: Re-invention of the sea classics

V6 Outboards.
Re-invention of the sea classics.

Advertising Agency: DLV BBDO, Milan, Italy

Mercedes-Benz: Hair - Bruno Bossi

Advertising agency: Net#work BBDO, South Africa

Client: Mercedes-Benz.

Volkswagen Voyage ads

Volkswagen Voyage with parking sensor

Beep, beep-beep, beep-beep-beep-beeeeeeeeeeeeep.
The new Voyage, now with parking sensor.

Yamaha MT-07 an enjoyable riding character

The new MT-07, a naked 689cc twin-cylinder model which raises the bar in the mid-class segment in terms of riding exc

Like us on Facebook!

ad Ruby

Friends

»Haut Fashion  »Electric Hunter  »Panorica 

Latest news

Rabea’s Trigger Mug: Bridging Tradition and Technology for Gamers

From Silent Statistics to Urgent Action: Inside L’Enfant Bleu’s Child Abuse Awareness Campaign

TUI’s New Christmas Book

A Festive Flight of Fancy: TUI's Elves Take Center Stage in a New Christmas Tale

Brewing a Better Tomorrow: San Francisco Bay Coffee’s Animated Leap into Sustainability

A Bank Ad That Blooms Beyond Banking: Banque Populaire’s New Campaign

Vodafone Celebrates 40 Years of Connections with Nostalgic Christmas Campaign

Waitrose’s Whodunnit Christmas Ad: Sweet Suspicion

#NePasIgnorer: A Campaign That Demands Action Against Violence Towards Women

Toyota BZ4X: Breaking Barriers with the 'Secret Worth Sharing' Campaign

Unforgettable: The Final Serve of Rafael Nadal's Legacy

Pagination

  • Previous page
  • 5
  • Next page

Popular ads

Vodafone Celebrates 40 Years of Connections with Nostalgic Christmas Campaign

Valentine’s Day Marketing Done Right: How Morrisons and Leo Burnett Win Hearts (and Sales)

Diesel print ads

Diesel: Fresh & Bright Superheroes

Heineken "Home Gatherings" by Publicis

SNCF Voyageurs

Celebrating Every Journey: SNCF Voyageurs Debuts a Multifaceted Visual Identity

Idris Elba in Sky Cinema's "Your Ticket to the Big Screen"

McDonald's "i'm lovin' it"

McDonald's "i'm lovin' it"

KFC "Hot & Spicy"

KFC "Hot & Spicy"

Best Friend Forever

Best Friend Forever, focuses on bringing art and essay films to the international market

Ecovia ads

Don't drink/speed/text and drive

Pagination

  • Previous page
  • 5
  • Next page
RSS feed
#McDonald's(129)
#Volkswagen(96)
#Coca-Cola(68)
#Amnesty International(55)
#Samsung(54)
#IKEA(52)
#Audi(50)
#Toyota(49)
#Honda(47)
#Greenpeace(41)
#Pepsi(41)
#Burger King(39)
#Ford(38)
#WWF(38)
#Nike(37)
#Fiat(37)
#Adidas(37)
#BBDO(336)
#DDB(267)
#Ogilvy(239)
#TBWA(218)
#Publicis(202)
#Leo Burnett(180)
#Y&R(174)
#Saatchi & Saatchi(146)
#Grey(133)
#Miami Ad School(130)
#JWT(125)
#McCann Erickson(101)
#Other(88)
#Lowe(62)
#Wieden + Kennedy(60)
#BETC(59)
#Havas(58)
Powered by Drupal