The document outlines a marketing strategy to increase market share for Smart Cars in the US by targeting affluent empty nesters as a secondary fun vehicle. The strategy involves establishing Smart Cars as a symbol of confidence through an online test of confidence and rewards app, as well as pop-up stations where people can see enlarged reflections of their confidence. Current Smart drivers will also be engaged as advocates to help change perceptions of the small vehicles.

1. Assignment:
Develop a campaign to increase Smart Car’s market share in the
U.S.
Smart Car is not doing very well in the U.S. The company will not
launch a new car until 2012, so how can we keep drivers excited
about the company until then?

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.”