This document analyzes Smart's current social media presence and provides recommendations to engage young urbanites. It finds that Smart is perceived as quirky but not in an appealing way to youth. It recommends positioning Smart as a "passport to the best experiences," focusing on discovery and adventure. Tactics include weekly sweepstakes of places shared by Smart owners, "Smart Stops" pop-up events in cities, and a treasure hunt road trip game. The goal is to showcase Smart as a gateway to cool experiences and make owning one a badge of insider access.

2. BRIEF
Bring the optimism of the Smart
brand to young and trendy
urbanites through Accessible
Escapism

3. OBJECTIVES
1. Drive acquisition of Smart car
Facebook and Twitter profiles
2. Drive awareness across the
brand and product range with
focus on:
 The FourTwo
 The E-Drive
 The E-Bike

4. TWO
CHALLENGES
FOR SOCIAL
1. Smart‟s current fanbase is the
mainstay of kooks and retired
parents. How do we get young
and trendy urbanites talking
about Smart on social?
1. Smart‟s tone of voice and visual
communication is quirky – more
„smart alec‟ than „smart cookie‟.
How can we communicate
Smart‟s optimism in a way
young and trendy urbanites will
engage with?

5. I looked at Smart’s current social and
digital presence

6. FACEBOOK:
19K FANS
•
•
•
•
•
Mix of advertisement images, retro
references and quirky fan photos
with no clear direction
Low engagement rate overall with
ad images most successful
Those who are engaged are within
our target audience 25-34
Use of „Will it Fit?‟ quizzes to
convey the size of the Smart and
best fan photo hunt
Predominantly „push‟ messages,
links to other sites and strange
conversation starters “Did you
crack this week‟s Smart
Conundrum?”

7. TWITTER:
18k FANS
•
•
•
•
•
•
A high amount of followers (18k)
compared to Facebook (19k)
Crossover with Facebook
competitions and content
No continuation of conversation
with fans once they engage other
than a „Thankyou”
Little to no pickup of #CityStar and
#SmartStar hashtags
Engaged audience varies between
young people and parents
Retro references, push messages
but a little more chatty than
Facebook

8. YOUTUBE:
940 SUBSCRIBERS
700k VIEWS
•
•
•
•
Uncategorised films with an
average of 1-3k views each
Most popular is the freestyle
tandem skaters with 400k views
Other films cover Smart events,
how-to‟s for owners and Smart
Football matches that utilise the
Top Gear concept of playing sports
with cars
Predominantly low to no
engagement, with comments
focusing on the track used in the
films and appreciation from
owners

9. DESINATION SMART:
An online world for
Smart customers
•
•
•
•
Gives smart owners, enthusiasts
and fans the opportunity to
register and interact with each
other in a dedicated, smartbranded online space
The most social tool here is the
forum, where users can share
experiences and answer each
other's questions alongside Smart
Care staff
Blogs employ a sarcastic tone of
voice covering the latest tech
developments with no engagement
Also showcases events, initiatives
and accessories for current
customers to enjoy

10. INITIATIVES
•
•
•
•
Smart Times brings enthusiasts
together from across Europe and
beyond. Content focusses on the quirky
side of personalisation from an older
kooky market
Smart Fest - an annual UK event for
Smart customers with a focus on retro
family fun
Partnerships with BoConcept and local
artists
Smart E-Bike tours around Design
Festival locations

11. APPS
•
•
•
Get Lost – limited targeting and
recommendations for new places
to visit
Bring Me Back app – useful but
positioned for forgetful fogies and
„head scratchers‟, not the young,
fearless adventurer
All apps link to the Destination
Smart to share your experiences
with the Smart community

12. WEBSITE
•
•
Buyer information on model
specifications, prices, service plan
and aftersales
Links to social pages and the
Destination Smart community

13. OTHER CHANNELS
•
•
•
Park and Read newsletter
20k UK owners database
(Global) Bettery Magazine –
Highbrow urban art and
innovation around the world

14. I ALSO INTERVIEWED A YOUNG AND
TRENDY SMART OWNER

15. I FOUND 3
INTERESTING
THINGS
1. All fans respect and advocate
Smart
2. Owning a Smart makes them
feel more connected
3. They talk about where (the
destination) not how far

16. 1. ALL FANS
RESPECT AND
ADVOCATE SMART
•
Fans become advocates before they
own the car
•
They are proud to show off their
love for Smart
•
They trust the opinions of other
Smart owners

17. 2. OWNING A
SMART MAKES
THEM FEEL MORE
CONNECTED
•
They are more friendly to other
Smart owners
•
They feel as though they are part of
a special „in the know‟ club
•
Users talk about using it as a
conversation opener or an icebreaker
http://www.carsireland.ie/blog/all-credit-to-smart-cars/

18. 3. THEY TALK ABOUT
WHERE NOT HOW FAR
•
Owners focus on places of interest
rather than the distance they‟ve
travelled
•
Happy to share photos of their
adventures (encouraged by the
monthly competition)

19. PAUL MCTAGGART IS HANDS DOWN
SMARTS BIGGEST FAN

20. We want to harness this key behaviour in
our younger Smart fans and encourage
new ones to share the experience

21. What’s already making Smart young and
trendy?

24. Katy Perry and her bespoke Smart

25. The King of Pop and his getaway car

26. WHAT WE
KNOW SO
FAR…
• Smart has a following in the US
among young celebrities
• Current UK social presence
focused on the more kooky side of
Smart
• Huge advocate base among both
customers and non-customers
• Sense of community and shared
benefit of having a Smart – like a
best kept secret

27. BASED ON
WHAT WE
KNOW…
How do we bring the optimism of
the Smart brand to young and
trendy urbanites through Accessible
Escapism

28. Make Smart your passport to the best
experiences in town
(and the coolest people)

29. HOW DO WE ACHIEVE THIS?

30. • Young people want to make the most of their
free time and build their social credibility
They want to appear informed about the latest tech, places and news
by sharing aspirational and fun experiences on their social pages
• Change current perceptions of Smart
amongst young people to one they want to be
associated with
Younger Smart owners in the UK aren‟t engaging
• Smart owner or not, we want to give young
trendy urbanites access to the coolest places
We want to connect them to like-minded Smart people through social media

31. We need to ensure Smart’s content is
engaging

32. Creating Smart Content
• Create content categories
– Quiet hideouts
– Amazing adventures
– Inspiration and discovery
– Treats in the week
– Romance ain‟t dead

33. Smart’s current Tone of voice
“the smart fortwo is a resolutely gas-nibbling vehicle”
“And what about the clever new mpg tracker app from smart? It's
a smashingly helpful app that gives you all the tools you need to
make the absolute most of your smart.”
“Hello Smarties!”
• Often employs child-like or affluent language – more aligned with
Pimms O‟ Clock!
• Doesn‟t resonate with the younger audience we want to engage with

34. Using the right tone of voice
What Smart Is
What Smart Isn’t
Unisex
Down to earth
Unpretentious
Curious
Discerning
Credible
Informed
Free Spirited
Down with the kids
Too cool for school
Patronising
Geeky
Posh
Quirky
Too individual
Controversial

35. Conversation examples
Our latest London discovery - the Jealous Gallery
at BoxPark. We gave the picture of Winston a
cheeky kiss on the way out too

36. Conversation examples
Romance ain‟t dead – Adam should know! What
can top it we wonder..?

37. Conversation examples
Like travelling first class, we don‟t need a
dashboard

38. The approach
1.
Get existing young owners talking about the
coolest places they‟ve been with their Smart
2.
Reach and recruit new fans, and enable them
to discover these places
3.
Reward/Hero the coolest Smart owners across
the country

39. The approach
WEEKLY SWEEPSTAKES
1.
Get existing young owners talking about the coolest places
they‟ve been with their Smart
SMART STOPS
2.
Reach and recruit new fans, and enable them to
discover these places
SMART TREASURE HUNT
3.
Reward/Hero the coolest Smart owners across the country

40. The approach
WEEKLY SWEEPSTAKES
1.
Get existing young owners talking about the coolest places
they‟ve been with their Smart
SMART STOPS
2.
Reach and recruit new fans, and enable them to discover these
places
SMART TREASURE HUNT
3.
Reward/Hero the coolest Smart owners across the country

41. Weekly sweepstakes
• Invite our Smart fans to share the coolest place they‟ve been to
that month by either tweeting us a picture or uploading it to a
Facebook photo app
• Each week, we pick the trendiest fan from each category:
1. Quiet hideouts
2. Amazing adventures
3. Inspiration and discovery
4. Treats in the week
5. Romance ain‟t dead
• Weekly prize giveaway

42. Weekly Sweepstakes Prizes
Hot Tub Cinema
Secret Cinema
Bounce Ping Pong
Kitchen Party
All Star Lanes
Go Ape

43. The approach
WEEKLY SWEEPSTAKES
1.
Get existing young owners talking about the coolest places
they‟ve been with their Smart
SMART STOPS
2.
Reach and recruit new fans, and enable them to discover these
places
SMART TREASURE HUNT
3.
Reward/Hero the coolest Smart owners across the country

44. Smart Stops
•
Visit hotspots around the UK in a Smart car:
London, Manchester, Leeds, Nottingham and
Birmingham
• Each stop revealed exclusively on the Smart Facebook
and Twitter pages via a Facebook event and use of the
#SmartStops hashtag

45. Smart Stops
• At each stop Smart fans and their friends can enjoy
experiences i.e. free gigs, film screenings, „dance like a
popstar‟ classes, Meccano and Lego challenges, musical
bingo
• Invite celebrity guests down to the event
• Attendees will receive an exclusive AAA Smart Pass
enabling them to redeem Smart rewards via a Facebook
app

46. Smart Stops
• Transform our travelling Smart into a photo booth to
ensure our fans can capture their Smart experience
• Visitors to the event will be able to sign up for test drives
and get advice from the Smart team
• Content from the tour will be shared on Smart‟s
Facebook and Twitter pages

47. The approach
WEEKLY SWEEPSTAKES
1.
Get existing young owners talking about the coolest places
they‟ve been with their Smart
SMART STOPS
2.
Reach and recruit new fans, and enable them to discover these
places
SMART TREASURE HUNT
3.
Reward/Hero the coolest Smart owners across the country

48. Smart Treasure Hunt
• Invite 25-34 year old Smart owners to escape their city
by following clues to secret locations
• Each driver will receive an NFC tag through the post to
use during the treasure hunt
• At each destination on the hunt users can check-in via
their tag at Smart Stops and receive the co-ordinates to
their next location.
• Each check in will post directly to the entrant‟s Facebook
wall or Twitter feed

49. Smart Treasure Hunt
• All participants can tweet @SmartForTwoUK for clues
and encouragement using the event hashtag for their city
e.g. #SmartHuntLdn or #SmartHuntBrum
• Vines, Videos, Pictures and Tweets unlock points with
prizes for the winners
• All content from the event will be shared on the Smart
Facebook page for users to share and tag

50. Timeline of activity

51. On-going Retention: Loyalty Scheme
• Partner with key trendy venues and events
across the UK where Smart customers can get
discounts
– All Star Lanes
– Ticketmaster
• Customers can also get priority for sell-out
events and experiences such as Glastonbury and
LoveBox, where our Smart Car will be present,
complete with photo booth to capture the festival
spirit!

52. Thank you 
Created and Presented by Elana Kenton to Holler July 2013