Distribution and Promotion (Unit 1)

1) Where and how my print advertising campaign was distributed

The campaign for the Smart Unexpected Test drive was distributed in Moscow, Russia as they were the target audience. This was due to their large cities having traffic and parking issues. Looking at the Russian BBDO website (http://bbdogroup.ru/eng/wedo/works/type/media/) it shows that this campaign was mainly media based. To advertise the campaign they used a video, print based ad and another print based ad which includes information on the product, this advert would have been given to the consumer once they've test driven the car.

Video


Print Ads

 This is the advert which would have been given to the consumers in order to give them the information they needed.

This print ad would have been the one used in magazines/billboards to promote the product.






http://www.pixelonomics.com/mercedes-smart-unexpected-test-drive/ - This link shows it's media based as it's been shared, and people are talking about it, which is Smart's intentions.

http://www.thedrum.com/news/2013/05/15/mercedes-unveils-campaign-let-drivers-test-out-smart-car-after-their-own-was-towed - Here is a news article on the campaign, this is a way of promoting as they're talking about the aspects of the product as well as showing the product in a video. The benefits of it being on 'The Drum' is that it is the UK's largest marketing website.

Although there no evidence, it is likely Smart put their advertising ad on a Billboard in Moscow, Russia. Also known as outdoor advertising. The average price of advertising on a billboard is around £3500.

The campaign was very much based on Moscow and it's traffic jams and parking issues, however since it's a media based campaign it's international, because it will be shared worldwide on the cross media. Trying to reach all countries with big cities that experience the same problems.


2) Can you find what cross media presence your campaign had? How was social media and other platforms used to create community of develop the product/campaigns reach?

The video ad for the Smart campaign was put onto youtube (video is above). The video campaign so far has 15,000 views.
It was also promoted on social networking sites such as Facebook and twitter, which people tweeted links.