To generate test drives after the launch of the new smart generation in 2014 we introduced the innovative leasing concept "smart social leasing". The first leasing you don't pay with money, but with test drives of your friends.
The social media based campaign was kicked-off by an online teaser film asked facebook and twitter users to participate. Soon the promotion became self-spreading within the target group and led to numerous test drives and prospective new smart drivers across Germany.
The ground-breaking social media promotion was awarded in several award shows such as the Cannes Lions Festival, London International Awards, Eurobest European Awards of Creativity, D&AD, CLIOs, Art Directors Club Europe and Germany.
Agency partner: BBDO, Berlin