smart: 1# Platinum Edition

The background

We were tasked with developing a launch campaign for the smart #1 Platinum Edition in China. The challenge was to generate excitement and pre-orders for this new all-electric car amidst fierce competition in the growing EV market. Leveraging the car’s versatility and alignment with aspirational lifestyles presented a unique opportunity to capture the attention of young, trend-savvy Chinese consumers.

Execution

We crafted a captivating campaign that resonated across touchpoints – ads for social media platforms like WeChat, Little Red Book, and Weibo all the way through to TVCs and key visual posters.  A cohesive visual style ensured brand recognition, while detailed scripts and intricate 3D models highlighted the car’s unique features.

From game controllers to record players, over 20 golden objects adorned the ads, symbolising diverse lifestyles that embody the “Tomorrow is Yours” slogan and showcase the car’s versatility. Tailored content for each platform maximised reach and engagement.

The results

A buzzworthy campaign that not only boosted brand awareness but also positioned the smart #1 as the key to unlocking aspirational lifestyles. This targeted approach sparked excitement, leading to pre-orders and driving early sales momentum within the crowded EV market.