Smart fortwo: Bodypanel promotion

The Task: As ugly as expensive: Scratches in the metallic paint always hurt the driver’s soul even more than overpriced gasoline or the obligatory evening rush hour.

The solution: Changing the smart body panels is fast and cheap. As proof a number of smart dealers scratched the car doors of several brand new smart fortwo for this promotion. By being placed in pedestrian zones, in front of shopping malls and other well attended places of the city the cars caused plenty of surprised faces.
The scratched text gives the answer: "Bodypanel Change. Now at your smart dealer. 49 €"

The result: An increasing number of test drives at the smart centers in the participating cities. And of course less fear to park the smart fortwo directly in front of the entrance during the next shopping spree.

Advertising Agency: BBDO, Düsseldorf, Germany
Creative Directors: Toygar Bazarkaya, Ton Hollander
Art Director: Florian Zwinge
Copywriter: Christian Ole Puls
Published: December 2009

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9 comments

rabbitz's picture
rabbitz
464 pencils

really nice idea.

but i doubt the security of this car since the body panel is so easy to change and cheap.

Kateter's picture
Kateter
2020 pencils

I bet you 10 euros (sorry that's all I got) that nobody saw this. at all.

agency people posing as innocent by-passers is just lame.

sirvan's picture
sirvan
29870 pencils

It's the new "ambiant"! ...just wait, there will be a well-produced video for the award shows, with funky music, surprised passerby, and amazing "results"!

+++

"I love some things, and don't love some other things."

Kateter's picture
Kateter
2020 pencils

oh... you're right. silly me.

can't wait to see "results". the number of visitors of the nearby dealer grew 140% (agency guy brought a girlfriend and a dog)

netei's picture
netei
215 pencils

1. Idea: nice but DONE before
2. On how many cars did you do this? :)))))
oh... nice execution

AssassinX's picture
AssassinX
1329 pencils

Nice and simple. Yeah it's obviously not a fresh n original idea but I think this campaign can meet the client's requirements, therefore it's good.

Schirone's picture
Schirone
98 pencils

i'm...bored

i'm here because i'm procrastinating

theshekhar's picture
theshekhar
20 pencils

!!

Blashyrkh's picture
Blashyrkh
32701 pencils

Well, I fear those people who have no fear.

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