Mercedes-Benz: smart – from buzz to buy
Advertiser: Mercedes-BenzBrand: smart Agency: MECCampaign Duration: 6-30 September, 2010 Product category: Premium small car Cost of Campaign: US$250,000-US$499,999Media: Online
Summary
As part of smart's 'The art of being smart' communications platform, Mercedes-Benz China was looking for an innovative and exciting way to stimulate sales of the smart microcar brand towards the end of 2010. Rapid results were necessary as there were only three months before year-end. Although awareness of smart was relatively high, it was just not converting into sales....