AC Intercar has run print, radio and direct marketing campaigns by OpenAd creatives for Mercedes Benz and Smart.
The Slovenian car distributor particularly likes the speed of our online pitch service as well as the choice and quality of ideas, estimating that 75 per cent of what it sees has been "good".
Tina Malesic, then Head of Smart Sales, said: "We hold pitches on OpenAd because it gives us a large number of communication solutions in a given time, instead of the limited number you tend to get with the classic agency pitch."
The company was particularly impressed when it asked OpenAd creatives to come up with a way of launching the Smart ForFour a four-seater version of the original.
Everyone benefited from the winning entry. The creative team behind it so impressed AC Intercar that they landed the Smart account for their agency, Kraft&Werk (author Vojko Grobelnik). And Smart got a fantastic response by using the idea across several media.
The print version was voted Best Print Ad 2004 by Zlato Ogledalo/Golden Mirror. And the mailshot generated a massive 30 per cent response rate when used in a cold mailing to non-Smart drivers. The average response rate to automotive mailshots in the region is between 10-15 per cent.
The campaign used an arresting photo of two heavily pregnant women lounging on lilos in a swimming pool with the headline: "Soon".
It charmingly illustrated that the two seater would soon become a four-seater.
