15 May 2013 - 5:35pm | posted by | 0 comments

Mercedes unveils campaign that let drivers test out the Smart Car after their own was towed

Mercedes has unveiled a campaign that targeted Russians who found themselves carless after their own vehicles had been towed for being illegally parked.

Mercedes wanted a campaign that would target the emerging middle-class who own large and expensive cars. Mercedes realised this group had shown virtually no interest in its Smart Cars but that they struggled the most in a city where illegally parked cars are immediately towed to a site an hour from Moscow’s centre.

Devised by BBDO Moscow, Mercedes Smart Cars launched a campaign entitled ‘The Unexpected Test Drive’, offering stranded drivers the chance to try out the Smart car when they needed it most.

40 Smart cars saved 623 car-less drivers during three days, in parking lots around eight Russian shopping malls

Mercedes claims as a direct result of the campaign over 70 per cent of the drivers who tested the Smart Car became “true believers” in the efficiency of a smaller car over a larger one and advocated the Smart Car on their vkontakte (a Russian social media network) and Facebook profiles.

Meanwhile, test drives increased 10 fold and sales increased by 300 per cent in the two weeks following the event.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Cotswolds Distillery Inaugural Release

23/10/2014
The first ever Cotswolds Dry Gin from the first 10 runs at...

Jurlique's #AgelessBeauties Twitter Party Increases Sales!

22/10/2014
To celebrate Jurlique’s latest product range launch; Nutri-...

EMCAS

22/10/2014
OVERVIEW Financial mis-selling is an ever-growing issue –...

Visit Wales - creating romantic breaks

22/10/2014
Delivering 1000% increase in 'romantic' traffic Challenge...

Recruitment campaign

21/10/2014
Thermal Systems are an international client based in...