CHALLENGE

How do you launch an extremely compact, highly innovative and self-assured smart city coupe that radically breaks with the automotive conventions of the 20th century?

SOLUTION

The Reduce to the Max movement launched the smart car as a solution to problems plaguing city citizens such as traffic, parking, and commuting. Instead of being the launch of another b-segment vehicle, it made a stand for reinventing the urban environment with a radically efficient and effective micro car.

CHALLENGE

Relaunch smart car in the United States, after a failed launch which sold so few cars that Mercedes were considering the end of the brand. We had to revive their dreams.

SOLUTION

Go small. Go social. Go “against dumb”. The promotion cuts through the clutter of million dollar car commercials and taps into the minds of Americans who spilled their beans on their dumbest purchases making the smart relevant. We broadcasted a live stream out of the car featuring Against Dumb pitch to the public. We were the most trending topic on Facebook that day and 300 smarts were sold in a couple of minutes via the website.

Testimonial

“Smart still remains the epitome of efficiency but now that fuel prices have gone down, America is back to what we like to do, which is “bigger and better” when it comes to buying. And people are saying, “I don’t know if I really need a car like this anymore.” And so, we wanted to address that in the context of a humorous movement.”