Smart Car appeals to a mixed demographic of younger before kids and older after kids. To reach them we identified our target based on shared values rather than by age. People who are free-spirited, eco-friendly, creative thinkers, active in their communities, and quick to embrace change. We called them the "different minded".
The Custom Wrap Program was a key way we spoke to our targets creative sensibility. It allows them to design the exterior of their Smart any way they want. They design it, we wrap their Smart in it.
Sponsored Instagram Post - Instagram users own photos demonstrate how infinitely customizable the wrap program is.
Social - Smart Car owners can design their wrap at smartusa.com/CustomWrapDesign. From there they are
encouraged to share it on social media where their friends and followers can vote on the best design.
Display - Banner ads directed people to smartusa.com/CustomWrapDesign
Wild Postings - Die-cut posters demonstrate how infinitely customizable the wrap program is.