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Smart Social Leasing

Award: Wood Pencil

Wood Pencil / Direct / Direct Acquisition & Retention / 2017

Test drives are the most important selling tool for smart – so we asked ourselves: how can we permanently raise their number?

smart presents: social leasing. An utterly new leasing model where you don’t pay with money – but with test drives. The simple promise: Let 10 of your friends drive with your smart every month and you drive for free.

At the end of the launch phase we had 450 applicants per car. In the beginning of 2016 the first social leasing cars were handed out to the first drivers.

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