In the fall of 2016, I was on a team that created one of my favorite campaigns that I've been a part of. We were given the challenging task of boosting sales for Smart Cars.
We did extensive research and determined we wanted to take the angle of People using SMART car to illuminate their expression. We decided to target the psychographic of the Urban Humanist. Although there is nothing big or flashy about a smart car, there is nothing subtle about it either. It's a a big idea, and America is built for BIG.
Obviously, people like to think they are the ones who came up with a great idea. Its important not to push products on customers. I came up with the idea that we should make a test drive as interesting and exciting as buying the car itself. Based on prospective SMART drivers answers to a few short questions, the route of the test drive and the music would be most aligned with their personality. Matt Mattox, Creative Director of the Martin Agency told me this idea was brilliant.
The Smart Squad would pop up at different events around town that we think an Urban Humanist might show up at. There would be a life size "White-board" car for people to decorate on as well as a staff with devices on it that allowed people to take their designs and put them onto an actual car. Since Smart cars can be very customizable we think the outside of the car would be a perfect use for self expression.
The Smart Application that we developed would feature a couple of things. In addition to keeping you updated about the Smart Squad Events, and helping you design your own Smart Car exterior, the application also has a feature that uses satellite to allow Smart App users to find parking. Users would gain points for using parking spots that other users pin dropped, or pin dropping locations they see that could only be occupied by something as small as a Smart Car.