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Smart Car: Smart Test Drive
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The once elusive, now strongly emerging Russian middle class still prefers big, expensive cars, an obvious proof of its social success. Although most of them are in dire need of a second car, our potential customers showed virtually no interest in our Smarts. BBDO Moscow's objective was to bring the most reluctant consumers to test drive the Smart Car and change their state of mind from "Smart is not really a car" into being true believers and advocates of the Smart. Most illegally parked cars in Moscow are picked-up during the weekend shopping. Once car-less, drivers go through a real ordeal exorbitant, hours long cab rides through Moscow’s traffic, in order to get back their cars. At the peak of the driver’s desperation, the Smart Teams jump in, offering free rides, a unique opportunity to test drive the versatile Smart in some of the World’s worst traffic jams.
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