2013 Results

CAT 28 - Public Relations (PIE)



Mercedes Benz AG, Smart: "The Unexpected Test Drive"28-01761-PIE

Agency (& City): BBDO Russia Group (Moscow)

Creative Director(s): Mihai Coliban

Art Director(s): Darya Agapova

Production Company (& City): Park Production (Moscow)

Film Director(s): Ivan Oganesov

Production Company Producer(s): Irina Lanskaya

Agency Producer(s): Valery Gorokhov, Natalya Abzalova

Animation: Kirill Kulygin

Deputy Creative Director: Sergey Kozhevnikov

Client Service Director: Christina Tancher

Group Account Director: Anna Sokolova

Account Manager: Yana Bader

Managing Director: Elena Novikova

Account Manager: Maria Stepkova

D.O.P: Georgy Leonov

Executive Creative Director: Igor Lutz

Short explanation

The once elusive, now strongly emerging Russian middle class still prefers big, expensive cars,
an obvious proof of its social succes. 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.
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.