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smart China Launch


With the aim to establish and strengthen smart’s brand positioning as a unique and environmentally friendly urban transportation solution — and to create a big bang at the beginning of its market introduction — FleishmanHillard developed the integrated launch campaign “Make a smart Move Today, for a Better World Tomorrow.”

To generate anticipation and involvement among smart’s target audience in China, the program featured a pre-launch online contest, as well as a mega event held in Shanghai, the financial/modern lifestyle metropolis of China. The campaign focused on providing a once-in-a-lifetime experience through creatively integrating smart’s core brand concepts of functionality, joy of life and innovation.

As a result, the campaign welcomed a tremendous inflow of contest submissions online and more than 700 event participants, including media, socialites, artists and customers, successfully generating a talk-of-town buzz in Shanghai and among all target audiences.