The campaign was conceptualised to create something niche and different for a brand that has been really struggling with Sales since launch. The idea was to advertise a car within the online shopping space to demonstrate the affordability of the smart car alongside everyday shopping items that you would normally search on a daily basis. Advertising or “selling” a car through the online shopping world was also first for any brand within the motor industry market.
In collaboration with our partners Zando – SA leading online retail platform, the smart forfour passion was advertised at a retail price of R1999 next to fashion items of a very similar price, giving smart the perception of the ultimate fashion accessory for a very affordable price. The car was on the home page, each male and female bracket as well as having its own dedicated page on the Zando site. The campaign as supported by PR press release, performance as well as a social media which pushed customers the site. The final result was a click through to the smartforyou.co.za site where an agent would ultimately phone you back within 3 minutes. The campaign generated over 170 leads for smart.