New York/Stuttgart. At this year’s international Art Directors Club (ADC) awards, smart won "gold" in the category of “Interactive/ Physical Innovations” with its interactive eball game event. The 91st ADC Awards ceremony will be held at a large gala in New York on 8th May.
The Art Directors Club (ADC) is a professional association of art directors from the advertising sector, founded in New York in 1920 with the aim of promoting the highest standards in advertising and mentoring the next generation. As a big international prize the ADC Award is one of the most important awards in the advertising industry.
smart eball is an interactive game event that shows off the dynamism and agility of the electrically driven smart fortwo. Ping pong-like, digital bats that knock the ball to-and-fro on the LED screen are driven by two actual smart fortwo electric drives with the aid of sophisticated laser measuring and transmission technology. The players engage in a gripping duel demanding quick reactions by driving the cars forwards and back.
“We wanted participants to experience the incredible driving fun of the electric smart and smart eball achieved that perfectly,” says Dr. Annette Winkler, Head of smart. “The aim of the game was understood immediately and anyone can just dive straight in – it’s just as intuitive and straightforward as our smart electric drive.”
The game event that was used on the occasion of the world premiere of the smart fortwo electric drive at the 2011 International Motor Show (IAA) in Frankfurt was received enthusiastically by visitors. More than 1,500 games and wide press reporting in all types of media documented the great success of the promotion.
smart eball is an idea by BBDO Proximity Berlin. BBDO Live handled the implementation at the International Motor Show in Frankfurt. You can watch a film on eball at: http://youtu.be/rDSYij0LvrgOb
Brand, Lifestyle and Social Media Communications, Mercedes-Benz Cars