The smart brand, which last year started a war against dumb, is now getting more friendly and romantic. It kicked off a lovely international campaign developed at BBDO Berlin and revolving around travelling together in a car, which is designed just for couples, trying something new and being unique. The tagline of smart fortwo’s advertising push, which was launched across multiply media including print, online and TV, is ‘smart fortwo—A big idea for…’ mirrors the light-hearted and adventurous nature of the brand.
«Right from the start smart was ahead of its time: Not just the perfect car for the city with a trendsetting design—it was also «a big idea», a strong vision and a solution for the ever-increasing mobility and environmental problems in growing cities around the world. Almost 13 years after the first smart rolled off the production line approximately 1.25 million vehicles have been sold and it is a familiar part of the city roadscape,” commented Annette Winkler, Head of smart.
As part of the campaign, smart released five hilarious 30-second English and German spots featuring humorous animation, which was produced at Film Deluxe Berlin. The spots highlight the features of the auto and in a very light-hearted way explain its major benefits as an urban car. smart for two gives couples an opportunity to isolate themselves from the world for a few hours, it provides curious people a chance to get rewarded for trying something new, it is also a simple and unique solution for those who don’t want to be like others, and so forth.
“Not later than today we have the situation that moved the inventors of the smart to design this most consistent of all city cars that was far ahead of its time. Now the time for the big «smart» idea has finally come, including the electric drive for which provisions were made right from the start—that’s what we want to demonstrate with our campaign,» Winkler added.
The brand also kicked off a nice activity on Facebook, inviting their fans to vote for a city (Paris, Milan, Los Angeles and Madrid to name a few), where a bench for two will be put, as well as to win one of three trips to the winning destination—the competition closes tomorrow, on April 1. Users also can write a short message, a declaration of romance, which will be inscribed on the bench with a sloped seat, which is created specifically for people who love to hug and sit next to each other.