The Uncar Campaign
Smart Car came to us with three key problems: a mixed demographic of younger before kids and older after kids, the lowest awareness in it's category, and significant competition from the Scion iQ and the Fiat 500. We solved all three.
First, we identified a new 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".
Then we encouraged people to un-think everything they ever knew about cars. We told them it was unhumdrum, unbland, uncramped, unworry, unlandfill, unyawn, unsluggish, unbig. It was uncar.
Within one year of campaign launch sales rose 95%.
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.