34,700 hits with an average dwell time of 4.48 minutes: both more than double the industry benchmark.
The online advertising generated thousands of live customisations.
The iPhone app made it into the ‘What’s Hot’ section in the Lifestyle category on iTunes with a 4.5 star rating.
The direct mail allowed elements of a smart BRABUS to be customised with interchangeable coloured pages.
Lenticular POS featuring multiple versions of the car.
A press insert used die-cut shapes to allow colour customisation by magazine buyers.
The smart BRABUS is all about customisation. You can have any aspect of the car in any colour you want.
Our idea was simple: let the user customise not only the car, but the advertising format itself.
With the MPU, for example, the data was saved so that every customisation was included in the next live version of the ad. On the microsite, visitors could not only customise a smart inside and out, but also the website itself and download their customised car or share it via social media. And the iphone app allowed users to customise by answering questions or, if they were feeling lucky, by shaking the phone itself.
There were also direct mail, POS and magazine inserts all of which featured customisable elements.
Even the advertising for smart is what you make it.
In total this campaign generated 1,027 model enquiries (brochure and test drive requests) and 245 cars sold, generating revenue of some £24.5 million for our client. The ROI was 35:1.