How Mercedes got big-car Russians to test drive the little Smart car

Mercedes objective was to convince the most reluctant consumer to test drive the Smart car to turn them into true believers and advocates of the Smart.

How did they do it? Mercedes offered the Russians a realistic test drive when they need it most; when their car has been towed.

The campaign was titled 'The Unexpected Test Drive'. Watch the video below to see how Smart offered stranded drivers the chance to test out their little, loveable car.

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