The smart auto brand and the Danish furniture manufacturer BoConcept are re-imagining the urban outdoor space with a new artistic project, launched in support of their latest “My urban living room” creative collaboration. The two brands have tapped contemporary designers to create state-of-the-art outdoor installations, modern home space, in the street of four European cities. The extravagant open-air pop-up spaces are designed to highlight BoConcept’s smartville furniture collection and the smart fortwo edition BoConcept, the products that emerged from the brands’ tie-up.
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The bigger, the better? From the very first day it was introduced to the European market a decade ago, smart fortwo proves that this notion is quite arguable. With the new campaign developed by Razorfish and Merkley & Partners, New York, the car is also changing the car attitudes of Americans and tries to beat their ‘obsession’ with ‘big.’ The marketing initiative under the ‘Unbig. Uncar’ tagline, kicked off in the USA in September (it’s the first-ever smart’s campaign since the official launch of the brand in this country in 2008), revolves around the idea that small and eco vehicles can be much better, more ‘unboring, unobey, uncluttered, unblah’, than traditional bigger cars.
Johanna Basford, a designer who uses black ink to create breath-taking images, is teaming up with Mercedes-owned smart to cover the whole body of the electric car in phantasmagoric drawings and put the car on display to Londoners.
However, the project entitled ‘TwitterPicture’ is much more than just creative collaboration between the automaker and the artist. This initiative puts crowd-sourcing strategy to work using the power of social media, namely Twitter.
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.
Just in time for the Christmas season, smart USA asks shoppers to make conscious decisions when buying things. The team behind the initiative believes that nowadays people tend to spend money on more things they actually do not need, and now is the time to stop it. The brand teamed up with StrawberryFrog agency to kick off an initiative “against dumb” focused on promoting the principles of mind-driven consumption in hard economical times. smart encourages Facebookers to join the rally against overconsumption and promote the idea among their friends on the social media network.