Daimler promoted the third generation Smart For Two electric drive car at the September 2011 Frankfurt Motor Show (IAA) with eBall, an interactive game event using cars to play a digital game of Ping Pong. The interactive event was designed to demonstrate the joy of driving a highly responsive car. Visitors were invited to sign in with their driver’s license, and given instructions on forward and reverse before engaging in a live duel using laser measurement technology. The campaign was extended with print, outdoor and guerilla elements on a European tour in 2012. The campaign won a Gold Cube for Interactive (Physical Innovation) at the 91st ADC Awards.
Click on the image below to play the Smart eBall campaign video.
The Smart eBall concept was developed at Proximity BBDO, Berlin, by creative directors Ton Hollander and Jens Ringena, art director Daniel Schweinzer, copywriter Lukas Liske, chief creative officers David Mously, Jan Harbeck and Wolfgang Schneider, and producers Julia Diehl and Silke Rochow, managing director Dirk Spakowski, client service director Sebastian Schlosser, account supervisor Jan Hendrik Oelckers, account manager Gülcan Demir, working with Smart marketing CEO Annette Winkler, sales and marketing manager Martin Hülder, senior international marketing manager Nicole Israng, Christoph Reichle and Ö Cay.
The eBall concept was implemented at BBDO Live by Frank Haegele and S. Gesell.