| Title | DELIVERY FORTWO |
| Brand | MERCEDES-BENZ HK |
| Product / Service | SMART FORTWO |
| Category | B03. Consumer Products (incl. durable goods) |
| Entrant | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
| Entrant Company | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
| Advertising Agency | OGILVYONE WORLDWIDE HONG KONG, HONG KONG |
| Advertising Agency 2 | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
| Media Agency | MEC HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Reed Collins | Ogilvy/Mather Group/Hk | Chief Creative Officer |
| Matthew Nisbet | Ogilvyone HK | Creative Director |
| Nicoletta Stefanidou | Ogilvyone HK | Creative Director |
| Jonathan Evans | Redworks HK | Associate Creative Director |
| Marcus To | Art Director | |
| Terry Tsang | Copywriter | |
| Sheilen Rathod | Ogilvyone HK | General Manager |
| Viko Wong | Ogilvyone HK | Group Account Director |
| Dickson Tang | Ogilvyone HK | Account Director |
| Angela Koo | Ogilvyone HK | Senior Account Executive |
| Craig Mason | Ogilvy/Mather Group HK | Head Of Creative Technology |
| Sherman Lee | Redworks HK | Digital Service Director |
| Laurens Bouwkamp | Redworks HK | Technical Manager |
| Connifer Liu | Redworks HK | Producer |
| Doris Fung | Redworks HK | Web Developer |
| Amy Chan | Ogilvy Public Relations HK | Associate |
| Emily Wong | Ogilvy Public Relations HK | Senior Associate |
| Paula Fisher | Ogilvy Public Relations HK | Associate Director |
| Ray Cw Lam | Ogilvy Public Relations HK | Senior Associate |
| Kevin On | Ogilvy Public Relations HK | Associate Director |
The response was amazing for such a tiny idea. All 500 treats were snapped up in just 72 hours. Even the press started making their own orders to see what all the fuss was about. Coverage of the event meant we reached over 650,000 unique users through earned-media alone. But best of all, we delivered 247 tiny leads for SMART – people who had actively opted-in to learn more about the car.
To kick start the campaign we launched our web and mobile site to our 6,000 facebook likers. Visitors to the site simply picked their free treat, entered their details and it was delivered to their door by the Smart Electric Drive. They could even track their delivery by GPS. We customized 2 cars – one for mini flower deliveries, one for tiny pizza deliveries – complete with neon roof signage, each acting as a moving billboard. To further increase interest the public could also share their pics of the cars on Instagram for the chance to win a weekend test drive.
With the Hong Kong launch of the new Smart Electric Drive car, we were asked to prove that these tiny electric vehicles had the stamina to go the distance. Working with a strictly limited budget, we had to create buzz around the cars while and also bringing to life the Smart’s fun-loving personality. So we came up with a big idea with a tiny twist, the ‘Fun Sized Delivery Service’ – miniature pizzas and flower bouquets delivered to your doorstep by specially customized smart cars!