A SMART MOVE
SMART CAR BRAND CAMPAIGN
A SMART MOVE. The Team: Marie Adams: Strategy Team The one who has never been on a plane. Benjamin Frick: Creative Team The one you’ll see licking his fingers after eating Cheetos. Timothy Hurley: Creative Team The one you may be seeing two of because he is a twin. Kendall Payne: Creative Team #2 on her Povaulting team in high school. Jessica Quattrini: Creative Team The Britney Spears enthusiast of the group. Benjamin Simpson: Strategy Team The one you have never seen in a hospital because he claims to be unbreakable. What is our objective? The campaign objective is to create a community identity for the Smart Car. The initial novelty and buzz over the Smart concept has passed, and the brand is currently in need of direction. This repositioning targets a psychographic market: Independent Achievers. The campaign will target large, metropolitan areas, which aren’t heavily highway dependant. We aim to make the Smart Car a must have vehicle for successful and trendy urbanites who want both the emotional benefit of having heads turn when they drive by and the rational benefit of a compact vehicle that makes their stressful lives easier. The result of the campaign will be a trickle-down effect, turning the negative “nerdy” and “pretentious” perceptions into positive status symbol perceptions. Sense of the product: Product Attributes & Brand Identity Product Attributes 1. First and foremost, Smart is the first company to introduce such a small car to the American public on a large scale. Several other companies are bringing out models that look like the Smart Car in the upcoming years, such as the Scion iQ, and Smart has the benefit of being the originator. 2. New Smart 2.0 transmission for 2009, improving the criticized “jerky” automatic transmission of previous models 3. Interchangeable Body Panels 4. Rated by the EPA as the most fuel efficient two-seater on the market in 2008 5. Pure, Passion, Passion cabriolet, and BRABUS Sport packages 6. 8.7 gallon fuel tank 7. European engineered by Daimler and Mercedes-Benz
POSITIVE BRAND PERCEPTIONS Effecient, Green, Urban, European, Convenient, Head Turner, Cute, Original, Innovative
NEGATIVE BRAND PERCEPTIONS Unsafe, Goofy, Snobby, Emasculating, Toy Car, Size
MARKET RESEARCH The following quote was taken from a businessweek.com article on the Smart car the article called Daimler's Smart Car Hits Cruising Speed quotes: “Smart buyers aren't your average penny-pinchers. Many are affluent, designconscious folks who have seen Smarts during trips to Europe and own at least one other car. To Daimler's surprise, only 5% of U.S. customers choose the $11,590 base model, instead ordering spiffier versions such as the $16,590 convertible. Though some drivers say the Smart feels like a mouse among elephants on the highway, Ron Moreau, a 74-year-old Williamsburg (Va.) resident, says his two Lexus models have hardly left the driveway since he bought a $16,800 Smart Passion in July. "You don't want to be picking your nose while you're driving the car, because everyone's looking," he says.
COMPETITIVE ENVIRONMENT Competitive Environment We have identified the major competition within the fuel-efficient subcompact category as the Toyota Yaris, MINI Cooper, and Honda Fit. These were identified based on similarities in size, price point, features, and target market. Toyota Yaris A subcompact sedan/hatchback introduced by Toyota in the US in 2006. Its primary target markets are high school and college students and its primary media were MySpace, viral videos, and television. In addition, Toyota created an arcade style racing game for Xbox Live Arcade to reach the male gamer demo, but it was a flop. Recently, 2.3 million Toyota models, including the Yaris, were recalled due to dangerous defects. This has been a massive PR blow to Toyota and has seriously damaged the brand perception and credibility of the Yaris. MINI Cooper The MINI is a rebirth of a European classic, introduced in the US by BMW in the late 1990s. The MINI has enjoyed strong sales and market share throughout the past decade due to its retro style and use of a well-established brand identity. MINI has also been producing an outstanding non-traditional creative campaign throughout the past years. The current campaign positions the MINI as a stylish “toy” purchase to a hip (if retro) and wealthier demographic. Honda Fit The Fit is a roomier subcompact introduced by Honda in the US in 2006. It has had sales success up until the economic collapse of 2008. It was introduced with the “Fit is Go” campaign targeting an active, young, and hip crowd. They primarily advertised in nationally circulated, youth-oriented magazines and on popular network shows such as Smallville, Everybody Hates Chris, America’s Next Model, 90210, and Gossip Girl.
The category itself is less than a decade old in the US. Its popularity peaked during concerns over rising fuel costs during 2007 and 2008. Sales across the category have almost universally been down and we have determined three major reasons for the drop. First, fuel costs have dropped in the past year. Efficient MPG was the major benefit perceived from the category and it isn’t as big a dealmaker is it was for customers. Secondly, the novelty of category has worn off, and the allure of being “the first on your block” to own a smaller, smarter vehicle has worn away and left a need for the brand to mature. Lastly, the economic recession has greatly hurt the car market as a whole. People have less money to invest in a new vehicle, and money once available to afford a second or third vehicle must be spent elsewhere. Below, we break down the competition against the Smart Car over several categories.
MSRP NHSTA Rating Frontal Driver Frontal Pass. MPG City MPG Highway Sport Packages Style Options
2009 Sales
Smart Car $11,990$20,990
Toyota Yaris $12,605$14,165
MINI Cooper $18,800$24,250
Honda Fit $14,900$16,410
4/5 3/5 33 41 BRABUS
5/5 4/5 29 36 Sport MT/AT
4/5 4/5 28 37 Fit Sport
5/5 5/5 27 33 N/A
Pure, Passion, Passion cabriolet Down 40.7%
3 dr. MT/AT 5 dr. MT/AT
2 dr. Hatchback 2 dr. Convertible
4 dr. Hatchback
Down 37.8%
Down 6.8%
Down 19%
COMPETITIVE ENVIRONMENT CONT.
The Smart Car’s base price point makes it initially the lowest cost choice, but a high ceiling after options and packages discredits a lowest price claim. The Smart Car’s lower frontal safety ratings pose an issue for potential buyers, especially considering common perception that the vehicle is less safe because of its size. The Smart Car does lead in fuel efficiency, if only by a few miles per gallon on both city and highway. One of the largest negative perceptions of the Smart Car is that for such a small and groundbreaking vehicle it should be much more fuel-efficient. This, combined with a recent saturation of the auto market with fuel-efficient strategies, would do little to differentiate the Smart Car or point out its true strengths. The Smart Car offers sport packages and style options that are on par with the competition. This tells us there is no real category where the Smart Car is clearly the leader. However, it is completely unique from its competitors in terms of design. Nothing else looks or drives like the Smart Car. In addition, it is designed by Mercedes-Benz, whose brand carries high recall and recognition for quality engineering. We plan on using these factors to foster the development of a Smart Car community for those whose lives would be made easier by the car and who are looking for a unique ride that isn’t like anything else on the road. USP The single idea that should be taken away from the message is a smart lifestyle that defines a specific community. Conventions of Advertising within the Product Category We have identified some major trends within the category that have already been established and associated with the competition. Youth Market- The youth market is heavily targeted, especially for Toyota and Honda. Means of reaching this demographic include airing spots during popular channels such as WB, MTV, and G4, as well as print ads in popular music and lifestyle magazines. Typical themes are youthful freedom and innovation, borrowing themes from music scenes to enhance coolness factor, and humor. The Smart Car is differentiating by targeting a more mature, post-graduate, and more independent market who are more likely to be able to afford a new vehicle in this economy.
Examples:
Social Marketing- Social networking has had a huge impact on how companies market, and the auto industry is no exception. All of the major identified competitors have Facebook pages with at least 5,000 fans, Yaris and Fit each boasting 10,000. The majority of the Facebook presence for Smart is from Europe. We have decided to promote the interactive website instead of Facebook. When companies get too involved in creating an online community for their product, it takes away from the legitimacy of the users getting together and creating their own social network groups. Facebook didn’t grow because of corporate sponsorship, but because people were free to interact and network freely. We believe that the campaign to grow the Smart Car community will naturally lead to people creating an online presence themselves, as Facebook is heavily used by our targeted segment. Youtube is also popular within the category. Companies upload and promote videos with the hopes they will go “viral.� We plan on creating a channel using the user-generated content featured on the new interactive Smart Car website.
WHO? Prototype Customers We are using geographical targeting and psychographic profiling to narrow a specific target market for the Smart Car’s community campaign. Below, we have personified them into male and female characters who have the needs and wants the Smart Car satisfies. Devon is our male prototype customer at age 30 he has well established himself as a Washington DC, Lobbyist. He is an up and coming beltway insider who is always rushing to get to his next appointment on time. Being well educated Devon holds a graduate degree, and strives to be a step ahead of everyone else socially and in the workplace. Normally he uses the metro or taxi cabs, but hates the crowds and having to wait. The urban chaos of DC tends to drive him crazy, but he wouldn’t trade it for anything else. A busy work life leaves him little time to pursue hobbies, but he is an avid reader with an interest in new technology and trends. Devon makes it to all the DC area sports games when he has time, but is driven crazy by the traffic and parking. Kate, our female prototype customer, is 32 years old and lives in, San Francisco CA. She is Freelance Designer who loves every minute of her work. Kate, a Bay area native, was a wild child growing up, but settled down in her mid twenties to pursue her talents in design. She has worked in several agencies, but felt she wasn’t able to express her creativity fully in the corporate environment. She Loves the city and all it has to offer, but is always travelling to meet with clients, so she uses her free time to enjoy being out and about in SF. Slightly eccentric, with a very original sense of style, she loves to turn heads. Kate is a Californian at heart, so she hates being stressed out, she is always is looking for new ways to make life easier and more enjoyable. Has tried lots of new-age remedies, but is often too busy to make yoga lessons.
CREATIVE STRATEGY Overall Creative Strategy Our theme for this campaign is to reposition the Smart car from its typical characteristics. Being small, gas friendly, and convenient for city parking has generated thoughts that this car is only necessary for certain people who want to better the earth. By creating a community for the Smart Car we will empower Smart owners/drivers to continue making a statement. The community will draw more customers in because new people are seeing the practicality of this car. A witty but honest tone will be used to expose people to the attributes of the car. We will not be following conventional vehicle advertising because our creative work will focus on how the car makes people feel. People driving the car and doing the Smart Car moves, enjoy life, love to have fun, and love driving the Smart car because of its distinct look on top of its practical features. Slogan: Smart Move. As part of the repositioning effort, we have developed a new slogan. “Smart Move” refers to both the move itself included in the creative, as well as reaffirming that buying a Smart Car is a good decision. Creative Brief: Smart Car campaign 1. Who: Our prime targets are 30-45 years old who live in major metropolitan areas. Our prospects need quick transportation that they can fit into tight spots so that parking does not hold them up. They enjoy having people look at them because they are innovators and trendsetters moving forward. 2. Why: Our prospect’s witty sense of humor calls for new witticisms they have not already experienced. Emotional appeals would touch at their need/want to be apart of a community with other people who share similar interests. Our campaign will promote the creation of the Smart community. Rational appeals will show the practicality of the car due to size. 3.1. What: The size of the car satisfies our customer’s need to fit in. Always on the go, they do not have time to look and fight for parking. Safety features are a benefit because Smart Car owners will feel secure knowing that Smart will give its own life to save the occupant’s. Everyone associates this car with happiness whether its something they laugh at or smile because of its distinct features. We will use a Jester character to give way to the happy feel of this car.
a. Strengths: Mercedes as the parent brand of the Smart ensures consumers that they are buying a reliable high quality car. There is an opportunity advantage in the market now since many manufacturers are experiencing recalls. Since people want to make everything their own, the Smart’s customizability is a major strength because people respond well to having options. b. Weaknesses: People perceive small as dangerous. Despite the Smart’s Tridion safety cell they still question whether this car would protect them in crash. Crash test ratings were not good enough for people to trust which is a concern because people rely on those ratings as a part of their decision making process. Many people see this car as a toy and most people would not spend thousands of dollars on a toy. 2. Where and when messages will be communicated: Our target audience enjoys watching channels that can be used to better their lives. Food network, TLC, HGTV, etc. The best time of year to air would be before and during summer when gas prices are at its peak! Also, commercials could air anytime since we will be focusing on creating a Smart community, which does not need a specific time to appeal to the target. a. Print: A collateral piece that will be used as an initiation piece to Smart community. This piece is an instruction manual on how to do the “Smart Car moves.” b. Social network: An interactive website with user generated videos of their best Smart car moves. 3. Style, approach, and tone: We will be using dry humor to show the genuine and honest characteristics of the brand. Live and laugh is apart of our overall theme. We will show people having fun in life rather than being stressed out because of driving. Presentation of boards/commercials Our storyboards compliment one another by all having the common theme of the Smart Car moves. The music/jingle we created helps to initiate the feeling of happiness when consumers see or hear our ads. The collateral piece acts as an incentive for people to want this car and to be apart of something important. Our theme will grab people’s attention because cars do not usually have a jingle such as ours, showing people actually enjoying driving on the road in their Smart says that with this car they will not have to worry about feeling stressed while driving because it is a happy car. The interactive website will promote togetherness as we request via commercial that consumers show us their moves to honor and celebrate the Smart Car. This resonates with our target audience because it will draw attention to them and it will allow them to feel important because their content is what will make our interactive experience special. The product benefit is highlighted because we are showing how easy it is to drive, park, and to maintain this car that is still helping the earth at the same time.
SO... Summary of high points 1. Our main objectives are to reposition the brand and have the Smart car considered by consumers among alternative options. 2. Our target audience includes 30-45 year olds who are accomplished and live in major metropolitan cities they have a need for practicality and a want for making innovative statements. 3. Competitors target audiences mainly include younger adults 18-24 year olds for the Honda Fit, Toyota Yaris, while Mini targets stylish, independent people who have an emphasis on life and love to drive. 4. The Smart Car moves campaign will include commercials, collateral pieces, and an online interactive site with an emphasis on user-generated content. 1. We will use dry humor and witticisms to promote this car, showing people enjoying driving while having fun and loving life.