In Moscow, parking of shopping malls is a driver’s hell. Crowded space with narrow parking lots and the lack of room for maneuver causes stress for drivers and problems for cars.

We chose it to show the advantages of a new smart, compact and maneuverable city car that is much easier to park.

We noticed that paint scratches on columns are a well-known symbol that reminds drivers that every car is in danger..

…But not in case of smart, a perfect car for big city parking. Driving this maneuverable and comfortable vehicle means easy and safe parking. And that's what we wanted to tell potential customers.

TA: “Responsible materialists", 25-55, families, high income. Consider having easy going, comfortable, high quality 2nd of 3rd car in the family (after sedan and SUV) for multi purposeful, multi parking city/district trips.

But big car's owners have a lot of problem in city, especially with parking. We found out that this fear can be turned into joke — by turning a scratched column into a communication point in one simple move.

We went to one of the most visited Moscow car parks, right in the heart of the city.

Our clear message was delivered with a fun and witty phrase that could be easily read. The message finished with the smart website address.

Graffiti's phrases:

– Think smart. www.smart.ru

– Parking doesn’t fit you? www.smart.ru

– Smaller car – less problems. www.smart.ru

– Are you sure that scars adorn? www.smart.ru

Hundreds of drivers got our messages.

The message was clear: a compact car is much easier to park. We created a very simple solution that reached the target audience with the bull’s-eye accuracy. The campaign lasted for 1 month, and over 350 000 shopping mall visitors faced our activation.