Smart Rescues Stranded Drivers in Moscow

BBDO Russia gives drivers a chance to test drive a smaller car

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To promote Mercedes Smart cars to Russians (who like driving big cars), BBDO Russia actively proved to potential customers the benefits of having a smaller vehicle. Many Russians get towed on weekend shopping trips for parking illegally; and the traffic is also notoriously bad in the city. So in March Smart offered free rides to those stranded by having their vehicles towed - getting them to take a test drive without requesting one, and see what a difference having a small car makes when parking is scarce and traffic heavy.

623 car-less drivers were rescued during three days. The agency encouraged people to thank the Smart brand on social media, while blogs and news portals picked up on the stories and test drives increased 10 fold. Sales increased by 300% in the two weeks following the event.

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May 13, 2013
BBDO Moscow
Chief Creative Officer:
Igor Lutz
Mercedes Smart
Creative Director:
Mihai Coliban
Deputy Creative Director:
Sergey Kozhevnikov
Senior Art Director:
Darya Agapova
Producer Assistant BBDO:
Natalya Abzalova
Kirill Kulygin
Production Company:
Park Production
Irina Lanskaya
Ivan Oganesov
Georgy Leonov
Event Company:
Pelican Event
Managing Director:
Elena Novikova
Account Manager:
Maria Stepkova
Client Service Director:
Christina Tancher
Group Account Director:
Anna Sokolova
Account Manager:
Yana Bader
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