SMART UNLOCK BEIRUT COMPETITION
| Brand | T.GARGOUR & FILS |
| Product/Service | SMART |
| Entrant | JWT Beirut, LEBANON |
| Category | Use of Digital in a Promotional Campaign |
| Entrant Company: | JWT Beirut, LEBANON |
| Sales Promotion/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
Re-launch smart and position it as the ideal city car for young executives.
Describe how the promotion developed from concept to implementation
Due to budget constraints, rather than running a traditional ad campaign to communicate the smart fortwo’s features, a competition was developed using Facebook, allowing consumers to experience the car themselves.
Unlockbeirut.com was launched, calling on 18 locals to uncover new shortcuts, parking spots and landmarks in the smart for two.With the incentive of owning the car for 6 months.
For a period of one month,each of the selected participants got the smart fortwo and an iPhone for 3 days. And through a specially designed geo-tagging smart app,all their discoveries were instantly pinpointed onto a map on the smart-Lebanon Facebook page.
Describe the success of the promotion with both client and consumer including some quantifiable results
By the end of the competition, more than 400 new city treasures were unlocked in Beirut (a city of 67km2).
The smart-Lebanon Facebook page received more than 32,000 active users with an average of 2,200 page interactions per day.
Compared to 2010, smart car sales increased by 54% in 2011.
As a result, the Unlock Beirut Map was recently launched,a first of its kind, that not only gives you street names, but also,pinpoints consumer generated shortcuts, parking spots and landmarks.
The map is exclusively updated by smart car drivers, yet open for everyone to use online or on the go.
Explain why the method of promotion was most relevant to the product or service
Locals face small streets, dysfunctional public transportation systems and ambiguous street names, as well as, typical cosmopolitan rush hours and parking problems.
The smart fortwo is ideal for Beirut, its convenient size, unmatched safety features, unique design and incredible fuel efficiency is ideal to dodge traffic, discover every street, and find the best-hidden parking spots.
With this in mind, the idea was to rediscover Beirut in a smart fortwo. By giving participants the car to rediscover the city with and the opportunity to share their discoveries online.
Credits