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EBALL

basics
Industry: Automotive & Services
Media:Ambient & Interactive
Market:Germany
Style: Minimalism
descriptioncnen
Describe the campaign/entry
In mass media, branded content and entertainment is generally strongly restricted in Germany. This is why we came up with a unique entertainment idea that’s independent from classic communication channels.

Results
Electric cars have many benefits, both ecological and economic. Still, the majority of drivers doubt that such a car can be real fun. Which is wrong when it comes to the Smart Fortwo Electric Drive: low weight is combined with high battery power. The effect: a surprisingly powerful acceleration from a standing start. But how can we promote this feature in an unusual and convincing way? We let people experience the unique acceleration of the electric smart for themselves: with a game where you constantly need to accelerate from rest. Smart Eball is played like PONG. The difference: our game is played by driving the car quickly back and forth. The position of the cars is tracked by lasers and brought to the screen with custom-built software. The cars turn into the controllers and each driver can see for themselves the surprising acceleration and driving enjoyment.

Smart Eball, a spectacular test-drive event featuring the Smart Fortwo Electric Drive, was located at the heart of the biggest motor show in the world, the IAA Frankfurt. The event was advertised with several outdoor, online and promotional activities.

520,000 spectators watched 3,000 EBALL games within 10 days at the IAA Frankfurt. 11,000 people registered at our smart EBALL stand to receive further information. Countless visitors uploaded posts and videos. Blogs from all over the world took up the subject. Smart Eball is being discussed on TV and in the press. A test-drive event spreads our message: the Smart Fortwo Electric Drive is not only a sensible car, it’s also loaded with fun.
credit
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Agency:
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awards
Cannes Lions International Festival of Creativity 2012
Bronze Branded Content & Entertainment
Best use or integration of experiential events
Cannes Lions International Festival of Creativity 2012
Bronze Outdoor
Stunts & Live Advertising
The One Show 2012
Gold Pencil Innovation in Advertising
Innovation in Advertising / Single or Campaign
The One Show 2012
Gold Pencil Out of Home
Out Of Home / Digital / Electronic - Single or Campaign
EPICA (Europe's Premier Creative Awards) 2012
Bronze (Finalist) Interactive
Automotive
Eurobest - The European Advertising Festival 2012
Gold Interactive
Other Digital Channels
Eurobest - The European Advertising Festival 2012
Gold Outdoor
Other Digital Channels
Eurobest - The European Advertising Festival 2012
Gold Promo & Activation
Other Digital Channels
Eurobest - The European Advertising Festival 2012
Bronze Interactive
Ambient: Stunts & Live Advertising
Eurobest - The European Advertising Festival 2012
Bronze Interactive
Cars & Automotive Services
Eurobest - The European Advertising Festival 2012
Bronze Outdoor
Ambient: Stunts & Live Advertising
Eurobest - The European Advertising Festival 2012
Bronze Outdoor
Cars & Automotive Services
Eurobest - The European Advertising Festival 2012
Bronze Promo & Activation
Ambient: Stunts & Live Advertising
Eurobest - The European Advertising Festival 2012
Bronze Promo & Activation
Cars & Automotive Services
The Cresta Awards 2012
Grand Prix Ambient Media
Ambient Media
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