The Smart Car For Two Electric Drive has three main benefits. Smooth acceleration, quiet drivability and an extra-small turning radius. So how does an agency clearly convey these three benefits all at once? If you’re BBDO Berlin, you turn the vehicle into a “smart DJ,” have people drive it around an old school record and have them try to guess the song. The stunt is called The World’s First Turntable Test Drive.
Working with TV production company Brainpool and popular German game show Schlag den Rabb, the agency created a set up that consisted of a giant record on which contestants tried to drive the Smart Car at a speed that properly played a song. When contestants had reached the right speed and were able to guess the song, they won the round.
The brand garnered 16 minutes on live TV and reached 2.6 million viewers as well as tons of press coverage. In addition to the stunt appearing on the game show, the agency took the set up to several public spaces and invited people to give the car a drive and try to guess the song. They documented the whole effort in a video posted to YouTube and likely got additional online press (like this column) as a result.
A pretty ingenious way to connect the fun and excitement of a game show competition with the fun and excitement the brand wishes to convey about its vehicle.
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