Campaign to help Smart increase sales
The name Smart derives from the cooperation of the Swiss company Swatch with Mercedes-Benz. In 1998 the model line was subsequently expanded to include the rear-engine, rear-drive Roadster and a four-door, four-seat supermini aptly named For-four (the original City-Coupé was renamed For-two to fit the new naming scheme).
Increase sales across metropolitan regions of Australia. Develop an edgy campaign that will appeal to a hipster audience, aged 25 to 50 years old, the main demographic for Smart 4x2 vehicles.
A campaign was developed and filmed in edgy Australian urban environments that reflected a spin on Australia's rugged and fun culture. Our campaign leveraged Australia's love of off-roading by cheekily mirroring the rough, edgy urban environments and their 4x4s with the 4x2 name. Our Smart Tracks campaign leads consumers to Smart dealerships via foot, car or public transport. “Follow the tracks” communication was used across all metro/urban areas of Sydney and Melbourne.
Increased sales by 14.9% across metro regions.