To generate test drives after the launch of the new smart generation in 2014 we introduced the innovative leasing concept "smart social leasing". The first leasing you don't pay with money, but with test drives of your friends.
The social media based campaign started with an online teaser film. In the next phase smart asked its fans on facebook and twitter to participate. Soon the promotion became self-spreading within the target group and is leading to numerous test drives all over Germany since January 2016. The innovative activation has been awarded in Cannes and by the juries of the most important ad festivals worldwide.
Client: Daimler AG/ smart
Agency: BBDO Berlin