А-2-06 The unexpected test drive
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- Участник BBDO Russia Group
- Название работы А-2-06 The unexpected test drive
- Конкурс / номинация А-2 Нестандартные и ambient медиа
- Рекламодатель Smart
- Авторы Chief Creative Officer: Igor Lutz
Creative Director: Mihai Coliban
Deputy Creative Director: Sergey Kozhevnikov
Senior Art Director: Darya Agapova
Senior Producer BBDO: Valery Gorokhov
Producer Assistant BBDO: 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
- Описание проекта 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 secret weapon: once you take the Smart for a ride, you’ll fall in love with it.
Our 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 – an exorbitant, hours long cab ride 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.
