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Smart: The Unexpected Test Drive

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

Advertising Agency: BBDO, Moscow, Russia
Chief Creative Officer: Igor Lutz
Creative Director: Mihai Coliban
Deputy Creative Director: Sergey Kozhevnikov
Senior Art Director: Darya Agapova
Senior Producer: Valery Gorokhov
Producer Assistant: Natalya Abzalova
Animation: Kirill Kulygin
Producer Park Production: Irina Lanskaya
Director Park Production: Ivan Oganesov
DOP Park Production: Georgy Leonov
Managing Director Pelican Event: Elena Novikova
Account Manager Pelican Event: Maria Stepkova
Client Service Director: Christina Tancher
Group Account Director: Anna Sokolova
Account Manager: Yana Bader

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3 comments

WaZoo's picture
WaZoo
197 pencils

It's a immensely tough market, so I say well done!

Never argue with an idiot. He'll drag you down to his level and beat you with experience.

RichardCl's picture
RichardCl
123 pencils

Yeh -- I'd say it's a tough job to do.

However much people have probs parking, if the mindset is 'big-car-is-it' -- I'd say you gotta look to make Smart 'it' somehow.

kleenex's picture
kleenex
28771 pencils

I say it worked.

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