A smart move

Besides being the first car company to use Facebook as an advertising medium, Smart's two enormous Wideopen building wraps highlight the fun and playful creative elements of the campaign. According to Caryn Cohen, the CEO of Wideopen Platform, the advertisement's creative platform shows that activities are more memorable and enjoyable when shared. "As such, the Smart is the car 'fortwo', emphasising fun with a companion," she adds.

In looking at the concept from this angle, the idea of 'for two' was expanded from a purely romantic one to incorporate two surfing buddies, a man and his dog and two best friends.

The campaign's corporate identity communicates an urban, funky feel and targets upper income urban adults in LSM 7-10 category. "The copy conveys a young, modern, friendly tone with the use of colloquialisms communicating a chatty mood in keeping with the lively feel of the Smart brand," adds Cohen.

The new Smart Fortwo is the consistent evolution of a car that burst on to the international market in 1998 and soon gained a cult status. The latest model is designed to set standards in its class in terms of comfort, agility, safety and environmental friendliness.

"The Smart Fortwo is ideally suited to ones needs in the city, that's why the campaign has an urban focus in Johannesburg and Cape Town, with smaller promotional campaigns in Durban," Cohen adds.

Magazine, online and viral campaigns add to the value of the launch, which culminates in the Smart Urban Challenge to be held in Johannesburg in March. The competition will see contestants competing for a prize "fortwo" to the value of R10,000.