Smart Car case study (Miami Ad School Planning Boot Camp)
Assignment:Develop a campaign to increase Smart Car’s market share in theU.S.Smart Car is not doing very well in the U.S. The company will notlaunch a new car until 2012, so how can we keep drivers excitedabout the company until then?
STRATEGY:WHY WE’RE ADVERTISING: To establish Smart Car as a secondary fun car.TARGET: Aﬄuent empty‐nester with no need for a large secondary car. Already succeeded in life and has nothing to prove. Intellectual/ ar@s@c mind, lives in a cosmopolitan city and spends a lot in entertainment. Environmentally‐conscious but not hard‐core tree hugger.WHAT DO THEY CURRENTLY THINK?Smart Cars are too small and look funny. It’s not my idea of a car. WHAT DO WE WANT THEM TO THINK?Driving a Smart Car shows I’ve accomplished my goals in life and I’m ready to have fun and enjoy every day. MOST PERSUASIVE IDEA WE CAN CONVEY? Smart Car: Real fun takes conﬁdence. WHY WOULD THEY BELIEVE THIS?Current Smart drivers are conﬁdent and don’t need a luxurious car to deﬁne themselves. They also think their car is Napoleon complex’s worst nightmare. WHEN AND WHERE IS THE TARGET MOST RECEPTIVE TO THE MESSAGE?Online/ Facebook. High‐transited areas in cosmopolitan ci@es. Smart drivers are the strongest advocates. Use them as a media plaPorm. ARE THERE ANY CREATIVE GUIDELINES?Consumer rela@onship is the brand’s most valuable asset.Dealerships are too far. Bring the vehicle to the drivers.
www.conﬁdencetodrivesmall.com Conﬁdence to Drive Small site: A humorous character will ask visitors a series of ques9ons to determine their level of conﬁdence. Those who pass the conﬁdence test are Those who fail the test are asked to encouraged to schedule a real test drive. con9nue working on their conﬁdence.
Conﬁdence to Drive Small App: Those who pass the conﬁdence test will be asked to download an app that rewards them with gas credit for their acts of conﬁdence.
Conﬁdence sta,ons: When people enter, an enlarged reﬂec1on of them (aka their conﬁdence) will be projected on the wall. They’ll be able to post a picture of their “oversized conﬁdence” in Facebook and share it with friends.
Smart drivers as a media pla.orm: Smart drivers will be encouraged to hand out cards with informa6on about the Smart Car and to answer ques6ons via the Smart mobile app. Those who do it will be rewarded with gas credit.Playing with reﬂec9ons: Concave mirrors will enlarge passers by to reﬂect their “oversize conﬁdence.”