Mercedes Benz Smart Expeditions
Best Use of a Promotion Campaign Executed Outside the U.S.
Agency: Action Marketing Group
Campaign: Smart Expeditions
Client: Mercedes Benz Canada/smart
Smart wanted to introduce its ‘smart ForTwo’ vehicle to a hip, trendy, urban audience in Toronto. The six-year-old car had an artsy, niche following, defined less by age and income and more by attitude and lifestyle.
With few model updates in 2010, the auto maker wanted to capitalize on the car’s personality, while showcasing the Tridion Safety Cell System and promoting the ‘fun’ driving experience.
What developed was ‘smart Expeditions’, three personalized driving experiences that more closely resembled a night out, rather than the typical test drive scenario.
Everything started at the home base in the Distillery District of Toronto, where a red carpet platform was installed, including velvet stanchions, with hostesses who welcomed guests to the event and explained the smart Expeditions experience. Registrations were conducted on handheld devices, where attendees answered a quick survey, then paused for a photo opp.
Guests then had the opportunity to ride on three different tours. The first was a drive through an art gallery, something only a car as small as a smart could do.
Second, the cars drove to the warehouse district, where a nightclub scene erupted on the spot, including three parkour athletes who emerged from behind a building and began doing backflips off the hood of the cars and top twirls off the roof, to showcase the strength of the Tridion Safety Cell.
The cars then drove into a makeshift lounge to a series of glowing parking spaces where, with the headlights shut off, two international ping pong athletes in luminescent track suits began competing. Drums were beating and fire twirlers were making figure eights around the cars.
Returning participants completed a post ride survey, and were given a smart Access card and custom coffee-table book featuring the artists and performers.
The event was promoted through street flyers posted on small billboards, sidewalks, railings, tables and community spaces, as well as registration kiosks placed in partner businesses. Local bloggers and digital press were invited to the opening night, resulting in placement on over 40 blogs with a 38% post rate.
The intercept generated 1,520 driving participants, who were engaged for 20 to 25 minutes. Nearly half (49%) increased their purchase consideration of the smart ForTwo.
