media campaign 2014
“The car has become an article of dress without which we feel uncertain, unclad, and incomplete.� Marshall McLuhan
media campaign 2014
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Table of Contents Where to Find Stuff
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Section 1.0
Section 2.0
Section 3.0
Section 4.0
Project Overview
Category Review
Target Audience Review
Company Portfolio
A summary of the goals and target of the campaign, who the current customers of smart USA are and a visual inventory. Includes a project ownership guide and project schedule.
Details the current strategy and public perception of the brand. Examines other car makers and how their lineups and offers affect smart USA.
An examination of future smart car owners and which market would be the ideal target for the campaign strategy. Includes demographic data.
Brief history of smart and its market position. Historical performance and current company structure.
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Section 5.0
Section 6.0
Section 7.0
Section 8.0
Business Objectives
Media Specifications
Research Questions
Appendix
A brief overview of business strategy and how the final design reflects the company’s values. How smart is being portrayed.
Breakdown of publication Suggested questions to be Miscellaneous research, and specs, mobile app concept, used during focus group documentation. billboard locations, TV testing. spot details, and guerilla marketing concept.
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1.0
Project Overview Summary of Goals
>> Project Overview Smart Automobile has a long and for the most part successful history in European countries where smaller cars are more accepted. The challenge is gaining recognition and acceptance in the US where microcars have struggled due to a variety of perceived weaknesses and
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competition from hybrid and electric cars. The current approach has been a reactive appeal to American concerns over the ownership of a microcar, less has been done to positively promote the advantages of Smart car ownership. Current design reflects the core values of Smart,
I swear they are smiling all the way! Sandra Miller-Long
but a more targeted approach would increase effectiveness. The audience at the moment is very broad while a smaller demographic, younger, may prove to be more successful. Considering that Smart prides itself on individuality, and being eager to innovate, the same traits are likely to be found in a younger audience. Perceived impracticality could
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also prove to be an attractive draw, much in the same way motorcycles attract the rebellious. Concerns over increasing gas prices and the reaction against large SUVs have dwindled so Smart needs to provide another incentive, whether that be rooted in emotion or an appeal to logic.
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dogs love to travel in the Smart and beg to go “My at every possible chance...when I put the top down,
1.1
Visual Inventory Current Marketing
>> Brand Perception Smart has its roots in Europe, its main factory operating out of France. Because of this, a majority of marketing has been targeted towards the European market and only recently (2008) had the smart car been introduced into the United States. American concerns over safety and practicality has lead to a number of advertisements directly addressing these issues. It can be safely said there will always be lingering concerns over safety and size. Moving forward it would be beneficial to emphasize different aspects of their products that appeal to the American market. Specifically, customization. Smart
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is unique in the way that they offer the option upfront to customize a vinyl wrap to be placed on the car. This unparelleled level of freedom to create a custom look is not offered by other automobile makers, and will be the focus of this campaign. The current advertising strategy uses heavy guerilla marketing, targeting consumers in non-standard formats, Smart has yet to do much marketing in the US, only a few commercials have aired thus far and with limited release.
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1.2
Project Ownership The Plan and the People
>> Creative Team Mark Webster General Manager of smart USA Eric Angeloro Digital Marketing Specialist Ross Delconte Creative Director at Mercedes-Benz USA Andy Chun Media Campaign Supervisor Claudine Jaenichen Media Campaign Consultant
>> Project Schedule Monday October 28, 2013 Project Assigned Monday November 4 Project Schedule and Creative Document Outline Wednesday November 6 Draft of Creative Document Sections: Project Overview Project Ownership Category Review Competitors Target Audience Company Portfolio Monday November 11 Summary of Project Style, Tone, Direction Identity Sheet, Color Palette, Typefaces Ten (10) thumbnails for print ads Individual Meeting
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Wednesday November 13 Revisions on Print Ads, Finalize Concept 5 (5) thumbnail drafts of Environmental Graphic 5 (5) thumbnails drafts of Digital Ad (Mobile) Monday November 18 Finalized Print Ad Digital Draft of Environmental Graphic Digital Draft of Digital Ad (Mobile) Wednesday November 20 Finalized Environmental Graphic Finalized Digital Ad (Mobile) Ten (10) thumbnail drafts of Guerilla Campaign Monday November 25 Project Schedule Contract Revised Guerilla Campaign Wednesday November 27 Thanksgiving Finalized Guerilla Campaign Revisions on TV Commercial Revisions on Creative Document Monday December 2 Finalize TV commercial Finalize Creative Document Ten (10) layouts for final book Wednesday December 4 Refined Layouts for final book Individual Meeting Friday December 13 Final Media Campaign Presentation 8:00 to 10:30 AM
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2.0
Category Review The Lineup
pure coupe
$13,270
passion coupe
Easy on the wallet, he pure coupe is the most basic option of all the smart cars. For someone on a tight budget this’ll get them going without breaking the bank.
$14,930
The most popular option is the passion coupe. It gets upgraded alloy wheels, sun roof, radio, and power windows. You also get a nice selection of colors.
>> Market Position Smart sought to carve out a niche in the market when fuel prices were at an all-time high and the economy was looking bleak. The option of an affordable microcar appealed to consumers appalled by the high cost of their thirsty vehicles. Early commercials played on this cultural shift in the
US as people began rejecting the “bigger is better” attitude. The small size was a visual indicator of less thirsty motoring, and continues to hold appeal as a 2nd car. Since then though, fuel prices have come down and the economy does not look quite
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so bleak. Electric and hybrid cars remain attractive for their high mileage, environmentally friendly, and practical features, though it has become less a pressing concern for consumers.
passion cabriolet
$17,930
electric drive
If you want, they’ll remove the roof for you. Hair whipping in the breeeze. Now there’s even less separating the other drivers from you and your wide mouthed grin.
$12,490
One of the most affordable electric cars on the market, you’ll hum along knowing gas stations are a thing of the past.
The high premium that comes with owning hybrids or electric puts them firmly out of range for many car buyers. The competitive price point of the Smart makes it a viable option for those with a tight budget or even first time car buyers.
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You can get your Smart in one of four trims. Pure coupe, Passion Coupe, Passion Cabriolet, and Electric Drive. Special edition models exist and can be ordered, but these four make up the majority of sales. They start at 13k, 14k, 17k, and 12k respectively.
2.1
Visual Map Where We Stand
>> Reception Overall the reception of the Smart has been fairly positive amongst owners, though reviews admit that its diminutive size can be a challenge for those coming from larger vehicles. Cars.com notes that the price tag seems unjustifiably high when compared to other small cars, but between maneuverability and iconic styling, it’s hard to disregard its role in an urban environment. Edmunds.com was slightly more critical, citing the Spartan interior and lack of performance. JD Power awarded the 2013 Smart Fortwo a quality award in the City Car category, though it seems it acknowledges higher than average maintenance costs. Customer reviews tend to be far more supportive, most appreciating the size and style, tending to be more forgiving of its other quirks.
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automotive Honda Toyota Ford Scion Subaru Mazda
human-powered transport bicycles skateboards longboards scooters rollerblades
pop art de stijl bauhaus street art graffiti grunge
sunglasses iPod hipster nerdy preppy alternative
art
lifestyle
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2.2
Competitors How Do We Stack Up
>> The Other Guys Smart cars are typically grouped in the “small car” category. This includes other vehicles such as the Mazda3, Honda Fit, and Ford Fiesta. The most closely related vehicle is most likely the Scion iQ, or known as the Toyota iQ in other countries. It shares the same footprint as a Smart, and targets a younger audience.
Mazda 3
$17,748
Noted for excellent handling, good fuel economy, lots of interior tech. Mazda has a long history of building zippy, fun cars to drive with affordable pricing. Generally they boast excellent fuel economy and refined engines. Mazda offers competitive rates and often provides discounts.
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Honda Fit
$15,023
Large cabin space, cool storage options, good visibility. First launched in the European and Asian markets, the Honda Fit or Jazz as it’s known pioneered the small car craze. Roomy and nimble, it achieves excellent gas mileage. It has high quality parts and good reliability.
Ford Fiesta
$13,475
High quality interior, comfortable seats, good handling. Good technology makes the Fiesta attractive to gadget lovers. Decent engine and tons of little doodads make the Fiesta and attractive choice for the subcompact category.
Scion iQ
$14,882
Easy to park, spacious front seating. The most direct competitor to the Smart Car, Scion’s iQ manages to squeeze in four seats. Amazing turning radius and large cargo space makes it a tough rival to the Smart.
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3.0
Target Audience The Next Smart Owners
“Smart buyers are defined by attitude and lifestyle rather than age and income, our buyers tend to be opinion leaders and thought starters” Ken Kettenbeil smart USA spokesman
>> Characters
Thomas
David
Cassandra
A twenty-three year old recent college graduate, Thomas just landed his first job as a graphic designer in downtown New York. He’s active in his social life and enjoys spending time outdoors with his two dogs. He is environmentally conscious and trys to eat healthily. His favorite companies espouse independence and he loves setting trends, even if it seems a little goofy at first.
Having just been promoted, David is a thirty year old software engineer who loves technology. Based in San Francisco, he enjoys bombing trails on his mountain bike but can spend a weekend playing video games and watching movies. He owns a four-wheel drive Subaru and a motorcyle. His company has a very reasonable vacation policy so he enjoys roadtrips every once in a while.
Cassandra just turned seventeen and is a highschool senior finishing applying to colleges. She hopes to go to the east coast to study environmental science and has applied for several scholarships which she thinks she has a very good chance of getting. Besides that she participates on the lacrosse team and runs the Outdoor Activies Club at school.
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food
clothing
entertainment
art
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4.0
Company Portfolio Our History
>> Background Beginning in the 1990s by Nicholas Hayek, inventor of Swatch, the idea for an urban vehicle saw the first concepts emerge. Working with Mercedes-Benz, this “ultra urban” car debuted at the 1997 Frankfurt Motor show to a positive reception. North America was the 37th country to sell the Smart car in 2008. With strong ties to the Swatch identity and aesthetic, Smart is characterized by its minimalist aesthetic but quirky design. The logo features a “c” for “compact” with an arrow for “forward thinking”. Characterized by solid shapes, primary colors and casual brevity, Smart subverts the typical notions of a car company in focusing primarily on only a few variations of the ubiquitous two door coupe. 20
Much like the muscle car obsession of the Baby Boomer’s childhood, Americans are looking for eco-friendly, high mileage, green cars. During the 1960s “DDB created this “Think Small” print ad in 1962 with simplicity in mind, contradicting the traditional association of automobiles with luxury”. In much the same way Smart is attempting to do the same. Baby Boomers make up 7% of the population and are projected to make up 3% by the year 2030. The average
income for married Boomers 55-59 is $103,825 a year representing an enormous amount of the national income. Appealing to this demographic is vital to the product’s longevity. When Smart launched in the US in 2008 it did exceptionally well. 24,622 units were shipped. By 2011 though, demand dwindled and only 5,208 new Smarts found homes. 2012 saw a doubling of that number when Mercedes-Benz took over distribution from Roger Penske’s United Auto Group. While the product line
remains conservative with their offerings, it allows a degree of specialization that makes Smart recognizable. Despite the strong start in the US, sales have slowed in the last year with the decline in price of gasoline, and increased competition.
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Dr. Dieter Zetsche Chairman of the Board of Management Daimler AG Head of Mercedes-Benz Cars
>> Structure
Dr. Christine Hohmann-Dennhardt Dr. Wolfgang Bernhard Integrity and Legal Affairs Daimler Trucks
Mark Webster General Manager smart USA
Eric Angeloro Digital Marketing Specialist smart USA
Smart operates in conjunction with the Mercedes-Benz division under Daimler AG, a multi-national corporation that owns several automotive manufacturing companies. There is a continued focus to keep Smart as a “premium lifestyle brand”. While not definitively characterized as a “Veblen Good” (preference for the good
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increases with price), Smart cars exhibit many traits associated with designer handbags or watches. Smart is no longer formally connected with the Swiss timepiece maker, Swatch, though many of the aesthetics and design principles remain.
5.0
Business Objectives & Design Stategy Summary of Final Design
>> Summary of Objectives
>> Summary of Design
After a strong beginning in the United States, smart USA is slowing down on sales and requires a much needed boost to the marketing strategy. Whereas the previous messages focused on waylaying American concerns of safety and practicality, the new direction aims to promote customizability, affordability, and target a younger audience. Smart has always been a company that exemplifies fun and independence. At a competitive price point and desirable features, the next generation of drivers will find much to love about the new Smart Cars.
Much of the aesthetic is inspired from early Bauhaus and De Stijl graphic design work. A modern example is Apple’s iPod commercials which employ a simplified message and high energy in encouraging consumers to “buy the emotion”. The ad campaign is characterized by very distinct patterns. A unique feature to the Smart Car is the ability to choose a vinyl wrap and apply it at the factory. Buyers can also upload their own designs to be applied for them. This became the defining feature for the campaign in promoting the freedom to design your car in any way you’d like. A select few patterns were chosen for the campaign for more targeted and consistent imagery. Clean san-serifs accent the noisy patterns and provide a relieving contrast to the busy imagery.
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6.0
Media Specifications Dimensions and Locations
>> Print Advertisement
1. Standard Unit Sizes: Please keep all crop and register marks .5" outside of the magazine trim size. Trim Size 8" x 10.5" (203 mm x 267 mm) saddle-stitched.
With a reader base of 25 million people, Time magazine is one of the world’s most popular publications. 20 million of those people are found on coastal American cities. They tend to be well educated professionals, making them the ideal audience for the Smart Car print ad.
PRODUCTION SPECIFICATIONS Bleed Width X Depth
Non Bleed/Live Area
Trim Width X Depth
Spread
16.25" x 10.75"
15" x 10"
16" x 10.5"
Single page
8.25" x 10.75"
7" x 10"
8" x 10.5"
1/2 Page (horizontal)
8.25" x 5.25"
7" x 4.625"
8" x 5"
1/2 Page Spread (horizontal)
16.25" x 5.25"
15" x 4.625"
16" x 5"
1/2 Page (vertical)
4.125" x 10.75"
3.375" x 10"
3.875" x 10.5"
1/3 Square
5.25" x 5.25"
4.625" x 4.625"
5" x 5"
1 Column (vertical)
2.875" x 10.75"
2.25" x 10"
2.75" x 10.5"
2 Column (vertical)
5.25" x 10.75"
5.625" x 10"
5" x 10.5"
Digest
5.25" x 7.875"
4.5" x 7.5"
5" x 7.625"
*Limited availability
2. All Web Offset: All of TIME magazine is produced 100% computer-to-plate. TIME subscribes to SWOP (Specifications for Web Offset Publications) standards. 3. Magazine Specifications: Magazine specifications: Trim size 8" x 101/2" (203mm x 267mm), saddle-stitched, printed on 30 lb. #5 groundwood body stock and 60 lb. #5 groundwood cover stock. 4. Digital Specifications: Only PDF/X1a files accepted.
24Provide 10 digital proofs (color or B&W), which represents the final digital file; for color guidance on
press/digital, press, or off-press proofs that meet SWOP specifications. Acceptable media include 100 MB Zip, 1 GB Jaz disk, CD-ROM or WAM!NET. Only one ad per file.
fit in. without fitting in.
fit in. without fitting in.
fit in. without fitting in.
These ads showcase how easy it is to dress your Smart Car up in your favorite patterns. Earlier drafts featured more items to showcase lifestyle, but a simplified, direct approach held more weight. The characters suggest a variety of personalities and keeping them anonymous allows the viewer to relate. The connection between car and person is perfectly clear. 25
>> Guerilla Campaign If customizability is a key feature of owning a Smart, we should showcase it. To do this, the concept is to place a blank white Smart Car in a public location and invite people to draw on it. Sharpies would be provided, and in a variety of colors. Locations that would be ideal for this include Central Park in New York, Venice Beach in Los Angeles, or any college campus. Smart representitives would preside over the drawing and ensure participants behave.
During the session people will be invited to swipe their driver’s license in exchange for a key (they will receive one of only a few). At the conclusion of the sixhour drawing session everyone with a key will be invited to start the car, sword in the stone style. The key that starts the car, gets to take it home.
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The other keyholders won’t go home with nothing. Each key grants the holder $500 off their purchase or lease of a Smart Car at participating dealers.
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>> Billboard Campaign Honed to razor sharp simplicity, this concept simply advertises patterns under Smart’s name. Promoting the patterns that can adorn the body panels of a new Smart, the only text is the company logo. Those who are curious enough to research will find these three patterns an option when designing their own car. Otherwise, for everyone else, it’s just eyecandy on in the big city. Ideal locations would be large urban centers where Smart Cars would be best suited.
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>> TV Spot A rising sun motif introduces the first of the custom colored vehicles coined by Smart as “expressions”. Fast paced, and fun, the commercial is an attempt to emulate the thrill of driving one of these multicolored people movers. Clean design and straightforward messaging propels the 30 seconds to a satisfying finish. The first and only copy at the conclusion of the commercial is in the traditional typeface, suggesting that the values espoused “good. clean. fun.” are timeless classical elements of any motor vehicle. Because of it’s silly and goofy nature, the commericial would most likely have appeal following shows that share a similiar tone. Cartoons such as “Adventure Time” garners a dedicated following, typically those who enjoy lighthearted and fun humor. The age range of this audience is directly in the target market, ranging from 14-28 year old males.
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>> Mobile Game A fresh take on a classic game, this is the Smart Car version of Rush Hour. The rules are the same as always, solve the puzzle and escape the traffic jam! Some changes from the board game, you can look up hints and change your car’s style when you want. Download new puzzles and create your own.
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7.0
Research Questions Focus Group Testing
Would you drive a Smart Car, why or why not? What do you think of when you think of Smart? What car companies do you prefer? What is important to you in a car? How often do you purchase or lease a new car? Do you develop emotional feelings toward your car? How would you describe your current car? What other ways do you use to get around? How many cars have you owned in the past ten years? Would you ever consider driving an electric car?
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8.0
Appendix Documentation and Notes
It’ll rock, whatever you’re rockin’.
are you electricurious?
fun on the outside. fun on the inside.
fun on the outside. fun on the inside.
starting at $12,490
Print Drafts
fit in. without fitting in.
make your own at smartusa.com
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fit in. without fitting in.
make your own at smartusa.com
Billboard Drafts
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Works Cited 1 – valueoptions.com, The Baby Boomer Generation 2, 3, 4, 5 - smartusa.com/aboutus/ 6- CNN Money – Game Changing Ads (money.cnn.com/galleries/2009/fortune/0908/gallery.iconic_ads.fortune/) 7, 8 – MetLife Demographic Profile – America’s Older Boomers (https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-older-boomer-demographic-profile.pdf) 9 - “Insanely Simple”, The Obsession That Drives Apple’s Success, by Ken Segall
Designed and Developed by Andy Chun
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