In Moscow illegal parking is a problem, one that leads to many drivers having their car towed to a location an hour away from the city centre. In a new campaign, Mercedes has started to offer test drives of their Smart car to these drivers to try and encourage them to switch from the larger vehicles they are used to a smaller car which should be easier to park.
The campaigns came about as Mercedes realised that there was no interest in their city friendly cars, so along with BBDO Moscow they helped 'save' 623 stranded drivers, using a fleet of 40 Smart cars around 8 shopping malls. As a result they found test drives increased 10 fold and purchases by 300% in the two weeks following the event.
Watch a video of the event below.
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