smart is the champion of parking, finding a place where others have to drive by. We wanted to visualize that advantage in an iconic real life setting - an unique place where you can directly experience the parking benefit of the smart.

We started an urban parking experience in the heart of Berlin to test how desperate drivers really are finding a parking. We called it: The Worst Parking Spot.

We arranged a real parking space – actually a whole street - in downtown Berlin to attract people to park there – and as soon as they did, we were prepared to escalate this place with various actors and a wide variety of actions. Turning this place into a hell of a parking and watched people reacting to our actions.

Our urban parking experiment just started in Spring 2017. We don’t have any reliable statistics yet. But for all we can see the campaign deepened consumer awareness on smart as the relevant urban mobility brand and connected the brand with their lifestyle and day-to-day experience. And it established a wider understanding of what mobility means today.