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1. Mercedes Smart
“The Unexpected Test Drive”
BBDO

2. BBDO – Ownership
• BBDO (Batten, Bardon, Durstine and Osborn) is a worldwide advertising
agency network, it's headquarters based in New York City.
• The company is owned by the 'parent' organisation, Omnicon Group Inc.,
who are an American marketing and corporate communications holding
company.
• BBDO was established in 1891 with George Batten's 'Batten Company', and
later on (September 21 1928), merged with BDO (Barton, Durstine and
Osborn) to become BBDO.
• Bruce Barton was made the chairman of the board, and William H. Johns
(president of the Batten Co.) became president of BBDO.
• The new agency had over 600 employees, with branch offices in Chicago,
Boston and Buffalo. In 1986, BBDO merged with Doyle Dane Bernbach and
Needham Harper (Omnicom).

3. BBDO – Operating
Model• Today, BBDO has 289 offices in 80 countries, serving world wide. There are
a total of 15,000 employees, with a client list including AT&T, PepsiCo,
FedEx, Mars, Campbell's, Hewlett-Packard, Olympus, Emirates and
Starbucks.
• The departments within the advertising agency include:
• Agency Management (a management team including the chief
executive (Andrew Robertson being the worldwide executive officer)
and finance director)
• Account Services
• Account Planning
• Media
• Creative Services
• Production

4. BBDO – Products
• BBDO creates a wide range of products, from print to screen, and has
worked with a variety of companies:
• The Economist
• Visa Inc.
• FedEx
• Mercedes
• Wrigley
• AT&T
• Mars
• Monster.com
• Pinnacle Foods
• Starbucks
• Hewlett-Packard
• Emirates
• Olympus
• Wells Fargo

5. BBDO – Market Position
• BBDO is a global player in the advertising industry, with an annual revenue
of $1,310.2 million and securing approximately $750 million in published
new business wins (including Mercedes, Fiat, Capital One, Starbucks and
Sony).
• HP named BBDO the global agency for Digital Imaging and Printing
Business in at least 50 markets, and Tag Heuer and Hyatt named it the
global agency of record.

6. BBDO – Competitors
• Even though BBDO is the world's most awarded advertising agency, it still
has competitors (it’s three main competitors being):
• J. Walter Thompson Company (JWT)
• Leo Burnett Company Inc.
• McCann Worldgroup

7. This is the main logo for the campaign. Mercedes wanted to create a
campaign that:
a) Demonstrates the benefits of driving a smaller car
b) Will become a viral stunt to capture the intended audience’s attention
c) Increase the awareness of the Smart Car and their qualities that make
them appropriate for busy cities like Moscow

9. • Mercedes wanted to target the emerging middle class in Moscow
• They looked at how the citizens were only interested in large and expensive
cars, as it was a sign of their wealth
• Mercedes noticed that the citizens of Moscow struggled the most with
illegal parking and their cars getting towed over an hour away from
Moscow’s centre
• ‘The Unexpected Test Drive’ was created by BBDO Moscow, offering
stranded drivers the opportunity to try out the Smart car when they needed
a car to use
The Issue

10. The Solution
• Mercedes swooped in when the drivers were in desperate need, offering
them to chance to use their Smart Cars when they had no other cars
available to them
• The abandoned citizens accepted and used the Smart Cars, therefore
going on an ‘Unexpected Test Drive’
• As a result of this campaign, over 70% of the Smart Car test drivers admit
that they became ‘true believers’ of the city-appropriate vehicle
• 40 Smart Cars saved 623 car-less drivers during the three day campaign

11. Print Case Study

12. Audience

13. Distribution and promotion

14. ASA – Advertising Standards Authority

15. Ethical and Legal Issues