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