smart electric drive Carsino
Daimler AG, smart
Issue 47 | June 2018
Agency
BBDO Berlin GmbH
Creative Team
Chief Creative Officer Wolfgang Schneider Creative Managing Directors Tobias Grimm, Mirko Stolz Executive Creative Director Michael Schachtner Creative Directors Daniel Haschtmann, Nicolas Linde Art Directors Melanie Specht, Felix Boeck Copywriters Samuel Weiss, Marc Bieri, Gunther Osburg
Production Team
Chief Production Officer Steffen Gentis Producer David Muellenborn Production/Post-Production Company CraftWork Director (Live-Event) Felix Marggraff Director (Content) Facundo Scalerandi
Date
July 2017
Background
Smart was the first high-volume car manufacturer to electrify its whole range.
But many drivers were not convinced by e-cars. Smart wanted to challenge the negativity and inspire motorists to get rid of their old vehicles and switch to a smart electric drive.
Idea
Actions speak louder than words. So, the idea was to go beyond a conventional awareness campaign and encourage drivers to take the first step to e-mobility with a game of dice. Carsino was a game-show in which motorists had their cars scrapped and crushed into a dice, which they then rolled in a giant game of chance with other drivers in order to win a new smart electric car.
Supported by international influencers, the campaign gathered momentum in social media from the initial search for contestants through to the content videos that were created before the livestream of the final event.
Results
On September 10th 2017 Carsino was broadcast live on Facebook, Twitter and Youtube. The event hashtag was #1 on Twitter that day and more than 1.1 million people watched the event live, commenting and interacting with it. In total, the campaign gained over 10 million media impressions. And, most importantly, at the end of the Carsino campaign all smart electric drive cars were out of stock with a waiting time for a new smart of more than 10 months.
Our Thoughts
We’re all familiar with the Hero, Hub, Help construct by now. It’s how to build a brand through the judicious use of different sorts of video. But it’s not easy to pull off because it requires the brand managers to adopt three different mindsets. They have to think like advertisers when they buy advertising and put their hero content in front of you. But then they have to think like publishers when they create the hub content people may search for, once the hero piece has sparked their interest. Lastly there is the help content, for people who really want to dive deep into the facts about electric- powered cars.
Full marks to smart and their agency for a genuinely good game-show idea and then getting over a million people to watch it live, never mind the million who came to it afterwards.