Smart Brand Launches Ad Campaign

Smart, the quirky micro-car, got its first prime time television appearance on September 19 with the debut of a new advertising campaign. The campaign is the first part of an extensive marketing platform designed to create broader awareness for the Smart car, and its mindset, among American consumers.

The campaign, which will run on network, national cable, and spot TV as well as online, consists of two ads: "unbig," which premiered on September 19, and "unclutter," which will premiere in October. A custom live commercial will air on Jimmy Kimmel Live. Ads will also run during the fall season premiere of shows such as Dancing With the Stars, NCIS: LA, New Girl, Grey's Anatomy, Fringe, and CSI: Miami, among others. The ads will also rotate through national cable and spot TV.

As it continues to roll out, the marketing campaign for the Smart brand will place heavy emphasis on digital marketing, social media activation across virtually all major channels, and highly targeted sponsorships/events.

All marketing activities will have social media components across various platforms including the brand's redesigned social media platforms – Smartusa on Facebook, Smartusa on Twitter, and Smartusa on YouTube – all of the portals feature a new design to coincide with the effort.

Smart will also utilize events and sponsorships which offer strong lifestyle intersects with the brand beginning with music (Fun Fun Fun Fest), eclectic arts (Gen Art, Mercedes-Benz Fashion Week), and sustainability (author Neil Chambers' Urban Green Tour).

The Smart product line consists of five ForTwo models in the U.S.: the gasoline-powered Smart ForTwo in coupe and cabriolet body styles as well as an all-electric version of both the Smart ForTwo coupe and cabriolet. Beyond their eclectic design, the model benefits from a strong emphasis on sustainability, safety, and customization.

The company's vehicles are the beneficiaries of recycled materials used during manufacturing, congestion-reducing design, and its ability to achieve 41 MPG on the highway (the highest highway mpg of any gasoline non-hybrid). Smart cars, which come equipped with eight airbags and a patented tridion safety cell design, provide a high level of occupant protection and have benefited from the innovative safety technology developed over the years by Mercedes-Benz.

Through the Smart Expressions program, customers can create their own fashion statement by selecting from a broad palette of over forty standard or custom colors and over forty-two pre-made full vehicle wraps (customers also have the ability to custom design their own wraps). Each of the Smart ForTwo's interchangeable body panels can also be individually customized or painted.

NAFA Fleet Management Association
125 Village Blvd., Suite 200
Princeton, NJ 08540

Telephone: 609.720.0882 Fax: 609.452.8004