Smart Social Leasing
Award: Wood Pencil
Wood Pencil / Media / Use of Social / 2017
Brief (PR):
Test drives are the most important selling tool for smart – no other car is so convincing in everyday city traffic: once you drive it, you love it. Our brief was to come up with an idea that would permanently raise the number of test drives significantly.
Solution/Strategy:
smart presents: social leasing. An utterly new leasing model where you don’t pay with money – but with test drives. The simple principle: Let 10 of your friends drive with your smart every month – and you drive for free. In other words: we used the power of social networks to generate test drives right in the target group.
Outcome/Results (PR):
- Facebook reach: > 9 million
- Video views: 4 million
- At the end of the launch phase we had 450 applicants per car.
- Social leasing cars are now on the road everywhere in Germany, their owners are generating hundreds of test drives every month for smart without further investment
- A social leasing test drive is 80% cheaper for smart than a regular test drive
Insights:
Our insight: actual smart owners are our best ambassadors. And their friends are most likely among the target group, too.
Location/Platform (PR):
Youtube, Facebook, Display Ads, smart social leasing site
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