A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
H-04-13. smart loveseats
| Agency | SPN Communications Ukraine |
| Creative head | Dmitry Pasichnyk |
| Author of idea | Ivan Kucherenko |
| Product | smart fortwo |
| Description | smart fortwo has room only for two... How do we turn this limitation into a benefit? It is very simple! The car in which there is room only for a couple is the most romantic one in the world. And sitting in it together is like having loveseat in the cinema. Therefore, we “hunted” for our potential customers at the showing of a romantic film. If someone made an online-reservation for two tickets for “Romeo and Juliet” in the last row, we offered them registration for a test drive right on the reservation page. smart is easy to park everywhere, even in the center of the city near the cinema before the premiere! We used this advantage and made it even better – parked it inside, in the narrow lobby. Also, we used advertising before the movie on the LCD screens in the cinema, on the tickets, as well as “outdoor advertising”; branded the “loveseats” and cinema website; raffled off tickets on brand and cinema pages on Facebook; attracted celebrities and media during the premiere and ... found ourselves on TV without paying any money! But the most important thing is that we could use this to create a new pattern of behavior by making smart an ideal car for couples! |
| Advertiser | АвтоКапитал (корпорация УкрАВТО) |
| Team members | Victoriya Prudnyk, account manager Alexey Smehov, creative director Nikita Pogrebnoy, art director Viacheslav Negovskiy, designer |
