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. 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 scratched text gives the answer: “Bodypanel Change. Now at your smart dealer. 49 €”. 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.
Client: Smart fortwo
Agency: BBDO Dusseldorf, Germany.