Once per year, the Art Directors Club (ADC) awards the most creative and most successful advertising campaigns in Germany. The ADC competition is one of the most prestigious creative competitions in the world. Very successful this year: smart.
At this year's event, smart received multiple awards and overall garnered the most "nails" in the competition, which came in bronze, silver and gold.
It was awarded Gold three times: Once for the dialog marketing campaign "smart social leasing" and twice for the ads campaign "Car Parks". With a total of nine "nails", this campaign was also the most-awarded entry of the Award – the victorious winner of the evening.
The entire city - a car park for smart. This is how the core statement of the "Car park Campaign" launched in 2015 can be summarized.
The motifs show the metropolitan cities of Berlin, London and Rome – respectively inside a car park. Typical building landmarks of the metropolitan cities are discernible in finely stylized, densely packed drawings. At the bottom, the viewer sees a single smart fortwo vehicle in the car park. Thanks to its mini turning diameter and spatial requirements, it is the ideal city car for squeezing into parking spaces anywhere.
The car park posters were displayed in central locations in Berlin – for example at Potsdamer Platz. In addition, smart also published the motifs in special interest magazines.
Gold for "smart social leasing"
With "smart social leasing", smart launched an innovative new leasing model in Germany for the first time in 2015. Instead of money, participants can "pay" for their smart fortwo or forfour with test drives. For this, they have to make ten test drives per month with friends, acquaintances or interested prospective buyers. The campaign and the call for applicants took place primarily in the social networks.
The bronze medal winner
In addition, the TV ad "Shock" for the smart forfour and the viral ad "I skip leg day" for the smart electric bike were awarded bronze several times.