Brand Strategy & Campaign
landing in
AMERICA
Spring ‘08 Smart Car Introductory Campaign
our
HERITAGE 1 smart is identified with all lowercase letters 2 Originally supported by Swatch CEO, Nicolas Hayek (smart is an acronym for Swatch Mercedes ART) 3 A brand of microcars and superminis based in BÜblingen, Germany 4 Member of the Merceds Car Group 5 Over 750,000 smart fortwo vehicles have been introduced since its introduction 6 Sold in 36 countries throughout the world—USA will be #37 7 smart is scheduled for arrival in the first quarter of 2008
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compact
all lowercase
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“forward thinking�
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> 750,000 x 3
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08
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background
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a fresh
APPROACH The smart car is an extraordinary vehicle concept for greater mobility in ever denser urban traffic, a concept that simply makes more intelligent use of the ever diminishing space available in our towns and cities. The smart is a vehicle that challenges the status quo and appeals to your sense of adventure and desire for a unique driving experience. Smart embodies innovation, functionality and the joy of driving.
A smart alternative from its conceptualization to today’s manufacturing, smart has adhered to strict environmental guidelines in an effort to protect the environment, reduce energy consumption and innovatively preserve our natural resources. smart offers fascinating insights into the future, from the demands on raw materials to a projection of future waste.
background
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Does a car need a rear seat, when it carries an average of just 1.2 occupants in urban traffic?
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creative brief
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BACKGROUND The smart car will be moving to the American market in 2008. Being completely the opposite of the standard American SUV, smart car is compact, efficient, agile and easy. This is the new wave in thinking for our culture. Environmental and oil consumption are major topics of interest and are growing. We want to show how smart car can fit in with the American way of life, making everyday life a bit easier.
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BRAND STRATEGY With the push of the smart car to American consumers, our strategy is aimed at zeroing in on the values of the new American - the desire for innovation, new experiences, and a new overall sense of convenience.
creative brief
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creative brief
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smart
IDEAS
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Hello! My name is Wendell. In the spring of 2008 I will be moving to America. I’m bringing with me one of Germany’s finest gifts—the smart car. Join me on my journey and you will see how easy it fits in.
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It Fits. 16
Fortwo Cabriolet
Fortwo Coupe
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coming to
AMERICA,
city by city.
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your expectations It Fits _____________.
big on
SAFETY The Tridion safety cell protects its occupants like the hard shell around a nut. The safety management system for all smart vehicles starts with the tridion safety cell. Made from three layers of reinforced steel at all strategic points, impact energy is distributed evenly through the safety cell in a crash. The Tridion safety cell’s longitudinal and transverse members activate the crumple
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zone of the other vehicle involved in the accident and distribute the impact energy evenly over the car’s body. In the event of a collision, the wheels also take on the function of crumple zones. When this happens, the front wheels are supported by the side members. This two-seater has withstood front and side impacts as well as a rollover test and rear crash at 90 mph.
an easy
CHANGE The car’s body panels are made of tough plastic material. These color panels provide a striking difference from the tridion safety cell’s silver or black color. They offer a major advantage, especially in busy city traffic, as they withstand minor knocks unscathed.
Anyone wishing to change the color of their smart fortwo can do so without the help of a collision or paint shop. The body panels are easily replaceable within an hour. The same applies in the event of damage as all exterior parts can be replaced quickly and cost effectively.
your lifestyle It Fits ___________.
your schedule It Fits __________.
Fuel efficient, environmentally responsible & easy to park 1
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1 Two smarts take up as much space as one average car 2 Two 6’5� plus people can sit side by side with plenty of shoulder room to spare
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8.8’
LONG
5.1’
TALL
5.1’
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WIDE
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3 Tops out at about 90 mph 4 Averages a good 45+ miles per gallon of gas 5 Low starting price of just $12,000
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smartsville People know smart is different just by driving by our smartville production facilities. Our architects specified exterior surfaces to be made with a material named Trespa, 80% of which comes from fast-growing timber. We have eliminated materials like formaldehyde, CFC and asbestos. Our entire complex is nestled in a green hills region using ample green space like fields, meadows, and fruit tree orchards to more fully integrate smart with the environment.
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We are fanatics on waste Yes, we do like recycling, but our initial thought is to always avoid the waste in the first place. So we work with our suppliers to source our parts in returnable containers.
And when waste is unavoidable we do not stop there, we grade it, collect it, analyze it and recycle it. We even provide a program for smart cars to be properly dismantled and recycled.
Stretching our attitudes We stretch our attitude beyond our cars, into everything we do. In our production centers, we have analyzed and increased the thermal insulation of our buildings to minimize heat loss. We collect the excess heat generated from our injection molding machines to heat our paint booths. We even have our own natural gas fired thermal energy station that supplies our hot water and electricity.
Our environmental policies are not just for smart. We want our suppliers to be environmentally smart too. The suppliers who have gathered in smartsville work with us in an environmental protection work group to coordinate efforts and set future strategies. We live together as a smart community honoring the environment and our natural resources.
New ways of seeing The entire vehicle bodywork of smart is powder coated rather than painted. This powder coating uses 40% less energy than conventional painting methods with zero solvent emissions and no water use.
Powder “overspray� is collected and is 98% reusable. This is a great example of eco-friendly solutions that also provide excellent finish quality.
your environment It Fits _____________.
smart
ADVERTISING The print campaign features a series of ads that associate German objects with features of the smart car. It brings its heritage into play as a way of introducing the smart car to its consumer. In the first series we meet Wendell, our favorite new German transplant, and with him, the smart car. He explains how each expectation you have is met and how easy the smart car fits into your life.
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making it
PERSONAL The smart car gets personal. The customization option on the website allows individuals to play up their own personalities and style, making the car just as unique and different as they are. With a variety of different features and options, no two smart cars are alike. The Stop Traffic Contest is an online promotion to incite the user to design the ultimate smart car. You Look Smart! is a feature that allows the individual to upload a photo and “smartify� themselves, turning their picture into a smart car.
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fit in
ANYWHERE Another feature on the website is the option to create your own smart sticker. Users can download a smart sticker that resembles the car they have customized on the site. This promotional campaign creates an awareness throughout the smart cities in America, about the car’s unique capabilities to fit in even the smallest of places. People can see for themselves the convenience of the car.
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beep! p e e b