Market launch of the new smart electric drive family: Your stake, your prize: Welcome to "smart electric drive Carsino".
Stuttgart. smart is accompanying the market launch of the new smart electric drive models (combined power consumption: 12.9-13.1 kWh/100 km; combined CO2 emissions: 0 g/km) with an unprecedented, international social media and digital campagn. Since June 23 2017, smart fans and other interested in Germany and Spain can apply for participation in "smart electric drive Carsino" at www.smart.com/carsino. Participants are required to put up their old car as a stake, which will later be pressed into the form of an oversized dice. It is with this "car dice" that the two finalists from Germany and Spain will compete for the main prize against two other participants from Belgium and the Netherlands in a major live event at the beginning of September: the player who scores the highest number will win a new smart fortwo electric drive (combined power consumption: 12.9 kWh/100 km; combined CO2 emissions: 0 g/km). The campaign is supported by social media influencers from the beginning. In Germany it will be Esther Sedlaczek and in Spain Adriana Abenia who will give a shout out on their own channels for participation and will accompany the finalists throughout the entire campaign.
"With the smart electric drive Carsino campaign, we are going on a new path for digital communication. The social media activation is drawing attention to our new smart electric drive models in an unsual way, says Daniel Lescow, Head of Brand and Product Management at smart. “We combine digital content and game elements into an intelligent mix. The cooperation with relevant social media personalities also gives the campaign a high degree of authenticity and credibility.” For the launch of the application phase, smart is publishing the attention-grabbing and emotive teaser film “Puppy”. With a wink, the film tells the story of a father who has to part with a cherished "member of the family". The film can be viewed on the campaign microsite and the smart social media channels, e.g. at https://youtu.be/6ypfCWCt7es. You can find the smart electric drive Carsino campaign on: www.smart.com/carsino.
The smart electric drive campaign
Apart from "smart electric drive Carsino", the market launch of the smart electric drive models is accompanied by traditional print and TV advertising .The motifs for the print adverts take the campaign claim "A big idea. Fully electric." literally. Long-exposure photography brings the energy of the night-time urban panoramas to life. The five TV commercials highlight the advantages of electricity. The time has come to show electricity where its future lies: driving progress forward with the new smart electric drive. The smart lead agency BBDO Berlin is responsible for the concept and implementation of the international campaign.
A more economical smart electric drive with the green bonus in Germany smart is the only car manufacturer worldwide to offer its model range with both combustion engines and all-electric drive. All of smart's electric drive models qualify for the German government's environmental incentive scheme, and the green bonus reduces the purchase price. In Germany prices for the smart fortwo cabrio electric drive (combined power consumption: 13.0 kWh/100 km; combined CO2 emissions: 0 g/km) start at 25,200 euros (recommended retail price including 19% VAT). This means that with the green bonus it is available from 20,820 euros. Cars with all-electric drive qualify for a total green bonus of 4000 euros. Half of this total is met by the car manufacturers and half by the government. The green bonus application form is available via the BAFA (Federal Office for Economic Affairs and Export Control) online portal.
Further information about smart is available online: www.smart.com