Bodypanel promotion

Agency Network: 
December 2009
Smart:  Bodypanel promotion
Smart Ambient Ad -  Bodypanel promotion


The Task: As ugly as expensive: Scratches in the metallic paint always hurt the driver’s soul even more than overpriced gasoline or the obligatory evening rush hour.

The solution: Changing the smart body panels is fast and cheap. As proof a number of smart dealers scratched the car doors of several brand new smart fortwo for this promotion. By being placed in pedestrian zones, in front of shopping malls and other well attended places of the city the cars caused plenty of surprised faces.

The result: An increasing number of test drives at the smart centers in the participating cities. And of course less fear to park the smart fortwo directly in front of the entrance during the next shopping spree.

Ambient advertisement created by BBDO, Germany for Smart, within the category: Automotive.

The scratched text gives the answer: "Bodypanel Change. Now at your smart dealer. 49 €"
Advertising Agency: BBDO, Düsseldorf, Germany
Creative Directors: Toygar Bazarkaya, Ton Hollander
Art Director: Florian Zwinge
Copywriter: Christian Ole Puls
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rabbitz's picture

really nice idea.

but i doubt the security of this car since the body panel is so easy to change and cheap.

Activity Score 464
Kateter's picture

I bet you 10 euros (sorry that's all I got) that nobody saw this. at all.

agency people posing as innocent by-passers is just lame.

Activity Score 2029
sirvan's picture

It's the new "ambiant"! ...just wait, there will be a well-produced video for the award shows, with funky music, surprised passerby, and amazing "results"!

Activity Score 29856


"I love some things, and don't love some other things."

Kateter's picture

oh... you're right. silly me.

can't wait to see "results". the number of visitors of the nearby dealer grew 140% (agency guy brought a girlfriend and a dog)

Activity Score 2029
netei's picture

1. Idea: nice but DONE before
2. On how many cars did you do this? :)))))
oh... nice execution

Activity Score 215
AssassinX's picture

Nice and simple. Yeah it's obviously not a fresh n original idea but I think this campaign can meet the client's requirements, therefore it's good.

Activity Score 1325
Schirone's picture


Activity Score 98
Art Director at |

i'm here because i'm procrastinating

theshekhar's picture


Activity Score 20
Blashyrkh's picture

Well, I fear those people who have no fear.

Activity Score 32892
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