Unlock Beirut

Background

In Lebanon, locals are faced with heavy traffic, parking problems and confusing street names, making landmarks the only navigational queues around the city. smart positions itself as the ideal city car as it is the perfect car that can adapt to any situation. To activate the brand meaning people were invited to rediscover the city with the smart “fortwo” involving new customers as brand ambassadors.

Idea

Unlockbeirut.com was an online competition, giving 18 participants the opportunity to rediscover the city and ‘unlock’ its traffic secrets - parking spots, landmarks and shortcuts- with the smart “fortwo”.

Equipped with a geo-tagging smart app, participants shared their discoveries online, with the incentive of owning the smart “fortwo” for 6 months.

In a month long activation, over 400 Beirut traffic secrets were unlocked in this tiny city of 67 km². Parking spots, landmarks, shortcuts and “fun in a smart” pinned locations created a unique user-generated “Unlock Beirut Map”, placed over an interactive map of Lebanon. The unique map is available for all Lebanese commuters to use on the go via unlockbeirut.com and is exclusively updated by smart car drivers via the Unlock Beirut app.