MONTVALE, N.J. — smart, the quirky, iconic vehicle that created the microcar segment in the U.S. gets its first primetime television appearance tonight with the debut of a new advertising campaign. The campaign is the first part of an extensive marketing platform designed to create broader awareness for the smart car – and its mindset — among American consumers.
The campaign, which will run on network, national cable and spot TV as well as online, consists of two spots: “unbig,” which premieres today, and “unclutter,” which will premiere in October. A custom live commercial will air tonight on Jimmy Kimmel Live. Ads will also run during the fall season premiere of shows such as Dancing With the Stars, NCIS: LA, New Girl, Grey’s Anatomy, Fringe, CSI: Miami among others. The spots will also rotate through national cable and spot TV.
“At its essence, smart challenges people to reorient their thinking around what they really need in terms of transportation versus the traditional automotive offering,” said Tracey Matura, general manager of smart. “This campaign is about reaching, in an appealing and slightly irreverent way, people who believe the key to life is having what you need. smart is all about reducing congestion and clutter and right-sizing your life, a message that we think is perfect for these times.”
As it continues to roll out, the marketing campaign for the smart brand will place heavy emphasis on digital marketing, social media activation across virtually all major channels and highly targeted sponsorships/events.
All marketing activities will have social media components across various platforms including the brand’s redesigned social media platforms – smartusa on Facebook https://www.facebook.com/smartusa smartusa on Twitter http://twitter.com/smartcarusa and smartusa on YouTube http://www.youtube.com/user/smartUSAfortwo – all of which sport a new face today.
smart will also utilize events and sponsorships which offer strong lifestyle intersects with the brand beginning with music (Fun Fun Fun Fest), eclectic arts (Gen Art, Mercedes-Benz Fashion Week) and sustainability (author Neil Chambers Urban Green Tour).
The distinctive smart product line consists of five fortwo models in the U.S., with pricing starting at $12,490: the gasoline-powered smart fortwo in coupe (in “pure” or “passion” configuration) and cabriolet body styles as well as an all-electric version of both the smart fortwo coupe and cabriolet. Beyond their eclectic design, the fortwo benefits from a strong emphasis on sustainability, safety and customization.
Everything that goes into a smart is about perpetuating the importance of sustainability — from the recycled materials used during manufacturing to its congestion-reducing design and its ability to achieve 41 MPG on the highway (the highest highway mpg of any gasoline non-hybrid). smart cars, which come equipped with 8 airbags and a patented tridion safety cell design, provide a high level of occupant protection and have benefited from the innovative safety technology developed over the years by Mercedes-Benz.
Through the smart Expressions program, customers can create their own lifestyle (or fashion) accessory by selecting from a broad palette of over 40 standard or custom colors and over 42 pre-made full vehicle wraps (customers also have the ability to custom design their own wraps). Each of the smart fortwo’s easily-interchangeable body panels can also be individually customized or painted for an endless array of possibilities.
smart, a Daimler AG brand, has its U.S. headquarters in Montvale, New Jersey. The smart model-line consists of five fortwo models: the pure coupe, passion coupe, passion cabriolet and all electric drive versions of the coupe and cabriolet. The unique models which are classified as ultra-low emissions vehicles by the State of California Air Resources Board are just under nine feet long, 5 feet tall and 5 feet wide. Despite their microcar exterior dimensions, smart vehicles are surprisingly roomy inside and have a full array of technological features including the patented tridion safety cell which is designed to protect occupants in the event of a collision. All smart vehicles, designed to be 85% recyclable and over 95% reclaimable, are produced in the environmentally oriented “smartville” factory in Hambach, France. Over 48,000 smarts have been sold in the U.S. to date. Additional information on smart can be found at www.smartusa.com.
About smart’s “unagency”
smart’s marketing initiatives are created and implemented by a unique integrated team dedicated to smart from the following agencies: Merkley + Partners (advertising; New York City); Razorfish (digital, New York City), Sage Collective (Ponte Vedra, FL) and Maloney & Fox (New York, Public Relations).