Mercedes-Benz Canada (smart fortwo)

The Smart Fortwo sold well amongst a small niche who saw it as a fun second or third vehicle. But that market was drying up, and sales were in decline. It needed to be repositioned as a primary vehicle, and become a lifestyle choice, not just a practical one. There was one area it could own – Smart could be the car that takes full advantage of the city and tackles anything urban life can throw at it.

Print illustrated that the Smart Fortwo can give access to parts of your city other vehicles can’t offer. 

A driving event, Smart Expeditions, allowed guests to drive a route designed to highlight the Smart’s unique features while experiencing cultural and entertainment events. A Drive-Through Art Gallery was married with a live DJ. Participants were also treated to an exhibition of parkour runners who take full advantage of the city for their aerial stunts. The program was pre-promoted with wild postings and ambient executions. And to show Smart is the ultimate urban vehicle, a Smart car was attached to a giant bike lock, and another was parked in a tight space with a giant shoehorn.

Follow-up emails were sent, and photos were posted on the program site for people to share. There was an 81% increase in purchase consideration for participants and a 51% increase in brand opinion. Sales results were very encouraging in May (+37.1%), a big shift from the brand’s negative momentum in 2009.