Campaign: smartUSA - "Leave an Impression"

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>>Table of Contents
1 Marketing Analysis
2 Company Profile
Company
Products and Services
History of Company
3 Current Positioning
3 Desired Positioning
3 Campaing Objectives
3 Main Message
3 Benefits and Appeals
3 Selling Points
4 Target Market
Demographics
Psychographics
5 Competition
5 Frames of Reference
5 Points of Difference
5 Barriers
5 Additional Key Factors
6 Impact and Action
6 Mandatories
6 Image
6 Tone
6 Look and Feel
7 Research
Secondary Research, 7
Primary Research, 7
Conclusions, 8
9 Mind Map
10 Market Profile
11 Big Idea
12 Positioning Statement
13 Print
14 Direct Mail
15 Outdoor
16 Television
17 Radio
18 Guerilla Marketing
19 Media
Print Advertisement #1, 20
Print Advertisement #2, 21
Direct Mail Piece, 22
Outdoor Billboard, 23
30-Second Television Spot, 24
10-Second Television Spot, 26
Radio Spots, 27
28 Works Cited

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>>Company10
Name: smart USA
Parent Company: Daimler AG
Address: Mercedesstr. 137
70327 Stuttgart
Germany
Local: Penske Automotive Group (U.S. Distributor)
2555 Telegraph Rd.
Bloomfield Hills, MI 48302
>>Products and Services10
There are five smart fortwo models currently available in the United
States: the pure coupe, the passion coupe, the passion cabriolet, the
BRABUS coupe, and the BRABUS cabriolet. All of these models are
comprised of two doors and two seats, and have similar body designs.
The cabriolet models maintain the same body style and structure as
the coupe while offering the freedom of a soft, removable top.
The company offers a variety of accessories to customize each model
and to better serve its customers. This includes standard options, such
as audio equipment and panoramic roofs, as well as options to change
the appearance of the car through removable body panels in several
color options.
smart USA has over 70 dealerships across the United States with con-
centrations in or near large, urban areas such as New York City and
Los Angeles.
>>History of Company10
The smart brand started as a joint-venture between Daimler-Benz
and Swatch in 1994. The company’s name is an acronym for
“Swatch-Mercedes Art,” and their mission was to create a unique
vehicle that was safe, fuel-efficient, and would be short enough to
allow “nose-in” parallel parking. The engine of the smart car would
feature the quality and engineering expertise of a Mercedes-Benz,
while the Swatch brand would add an element of creativity and
uniqueness to the car’s design. In 1998, the smart fortwo debuted
in nine European countries and was an immediate success. A few
years later, however, the novelty of the car wore off, thus forc-
ing Daimler to consider a redesign. In 2006, they launched a new,
slightly larger model of the fortwo. The added safety features and
updated transmission boosted sales in 36 countries. The smart
fortwo finally made its debut in the United States in 2008. The
2009 smart fortwo ranges in price from $11,990 to $20,990.
In terms of design, the car is only 250 centimeters long and is
available in six colors. According to the 2008 EPA standards, the
smart fortwo has a fuel efficiency averaging 33 miles per gallon in
the city and 41 miles per gallon on the highway, with a maximum
speed of 90 miles per hour. While safety concerns have proven
to be one of the smart vehicle’s toughest selling points, the smart
fortwo meets or exceeds all federal government crash test stan-
dards. Along with a 5-star side crash rating, the Insurance Institute
for Highway Safety (IIHS) gave the fortwo the highest possible
scores for front and side crashes.9

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>>Current Positioning
Past efforts to market the smart micro-car have been aimed toward
consumers who consider themselves socially responsible. smart’s
fortwo has been advertised as a fuel-efficient alternative to popular
coupe vehicles such as the Mini Cooper. The car has not previously
been heavily marketed through traditional mass media outlets such
as television or magazine, but has relied on viral methods and web
presence.6
This has led to a consumer base made up of varying types
of people, few of which meet the criteria of a mainstream consumer.
>>Desired Positioning
This campaign is designed to reposition the smart brand as a trendy,
customizable option not only for transportation, but to serve as an
accessory—a personal expression of individuality. This is executed
through the showcasing of options such as removable color panels
and added features designed to transform the unconventional, and
sometimes off-putting appearance of the vehicle into an eye-catching
piece of mobile art that will leave a lasting impression on everyone
on the road.
>>Campaign Objectives
• Raise awareness of the smart brand
• Communicate options to personalize the product
• Persuade consumers to purchase a smart car over competing
micro-car models
• Build confidence in the image of the smart brand
>>Main Message
Buying a smart car is an expression of individuality that will get you
noticed on the road and set you apart from other drivers.
>>Benefits and Appeals
Important benefits of the smart car consist of its versatility of ap-
pearance, its adaptability, and its expression of individuality. Our
campaign will encourage consumers to look at the smart car as
“edgy” as opposed to conservative and plain.
>>Selling Points
The smart brand offers interchangeable body panels that allow
people to easily change the color of their fortwo while the frame
color remains the same. This ability allows for a more expressive
and versitile aspect of the car.
The smart fortwo is “small on the outside and big on the inside.”10
The models that are available in the United States are 8.8 feet long,
5.1 feet tall, and 5.1 feet wide. You can fit two smart fortwo micro-
cars in one average parking spot. The vehicle has 8 cubic feet of
storage space. The estimated weight of the car is 1,808 pounds.
The smart fortwo models range in price from $11,990 to $20,990.
The fortwo pure coupe starts at $11,990, the passion coupe starts at
$13,990, the passion cabriolet starts at $16,990. The smart fortwo
BRABUS coupe starts at $17,990, and the BRABUS cabriolet starts
at $20,990. The models also have a very competitive fuel efficiency
of 33 miles per gallon in the city and 41 miles per gallon on the
highway.

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>>Target Market
• Age 15-30
• Varying Levels of Education
• Variable Household Income
• Caucasian / White
• Urban Areas
The target market for this product consists of new drivers who are
choosing their first vehicle or young adults who are making their
first independent vehicle purchase. In light of a currently growing
job market, many parents of new drivers, as well as recent college
graduates, are opting for a newer vehicle while still making purchase
decisions based on retail price and efficiency.
Image is also very important to this market. Much of this audience
makes its vehicle purchasing decisions based on the outward appear-
ance of a car. This has been the source of the smart car’s low sales
numbers in past campaigns. Drivers see the unconventional design
of the smart fortwo and dismiss customizable options, assuming that
they cannot change the appearance of the vehicle.
Purchasing decisions are not often based on practicality of the ve-
hicle. This age group has very few married couples or families. They
do not require extra space for a car seat, they don’t have much to
haul in the trunk, and they don’t buy too many groceries.

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>>Competition
With a market as diverse as this one, competition varies based on
a customer’s reasons for purchasing a smart micro-car. If they are
buying one based on fuel efficiency, a competitor may be the Toyota
Prius. If they like the size of the vehicle, a competitor may be the
Mini Cooper, made by BMW.
The smart car is not the only small and efficient car in its class. The
Toyota Prius has more horsepower in both its gas engine and elec-
tric motor. It also surpasses the smart fortwo in terms of efficiency,
averaging 60 mpg in the city and 51 mpg on the highway. Honda’s
Fit model is also slightly larger and faster than the fortwo and is
not much more expensive than the smart model with a base price of
$15,000. Finally, the Mini Cooper, which was formerly the smallest
car sold in the United States, lacks fuel efficiency, and costs consider-
ably more than the smart models. As a result, Mini Cooper owners
pay for style over practicality. Overall, the fortwo is the most fuel-
efficient non-hybrid gasoline powered vehicle on the market today.10
Obviously, its results cannot compare to the mpg numbers of a hybrid,
but its unconventional style and uniqueness is definitely the basis of
its appeal.
>>Frames of Reference
• smart car is not just fuel-efficient, but a friend of Earth.
• smart car is not just a great value, but is a long-term investment.
• smart car is not just different, but an expression of individuality.
• smart car is not compact, it’s just right.
>>Points of Difference
• Smallest car on the market
• Most fuel-efficient non-hybrid
• Quality of a Mercedes without the price tag
• Interchangeable color panels
• Looks different on the road
• Unparalleled design
>>Barriers
Our main barrier will be removing the perception that size implies
safety. The smart fortwo was given the highest crash-test scores
by the Insurance Institute for Highway Safety (IIHS)9
, so when it
comes to the smart models, bigger is not always better. Another
barrier might be the cost of the smart options. Many consumers that
are looking for a car that is fuel-efficient also want it to be cost-
efficient. Compared to many other fuel-efficient competitors such
as the Toyota Prius, the value of the base price, combined with the
fuel-efficiency, may not be the most cost-efficient option in the long
run.
The appearance of the smart fortwo is perhaps the most prominent
obstacle to overcome. Its unconventional body and size give it a
European flare that is unprecedented in the United States, and buy-
ers have proven to be hesitant in purchasing one because of this.
>>Additional Key Factors
The lack of previous advertising efforts in the United States pro-
vides a base for building a brand with few strong preconceptions
of the product. Consumers have only their opinions and word-of-
mouth notions to base their purchasing decisions on, which are
much less credible than facts and statistics.
This lack of media coverage also allows space to build brand loy-
alty among owners of smart models.

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>>Impact and Action
When a consumer sees an advertisement for the smart fortwo, their
reaction should mirror the way they feel when they see one on the
road. Since a photograph of the vehicle will not be used in most of
the ads, their feelings will be solely based on the image of the micro-
car. The intrigue of the fingerprint graphic mirrors the depth and
meaning behind the design of the vehicle.
Many vehicle advertisements send a message demonstrating that the
driver becomes a part of the car. The consumer becomes molded to
the car through its accessories and comfort. An advertisement for the
smart model should be the exact opposite. The micro-car should be
an extension of the buyer. It expresses who the driver is. Accessories
are chosen to fit the driver’s needs, providing a completely customiz-
able driving experience.
>>Mandatories
All advertising materials will be accom-
panied by the smart logo, comprised of a
black rectangle containing the grey semi-
circle, and its completing, yellow trian-
gle, and the word “smart” inside it with
the tag line “open your mind” beneath.
In addition, all advertising materials that feature a photograph or
graphical representation of a smart fortwo, with the exception of
the fingerprint graphic, will be accompanied by a line of legal copy,
which reads:
“Features represented in this depiction may not be stan-
dard on all smart fortwo models. Additional features or
color panels may cost extra.”
>>Image
This campaign is designed to express the depth and personality inher-
ent in the design of the smart fortwo. The vehicle is an extension
of the driver’s character. It has character. The driver chooses the
accessories. The driver chooses the color. Each part of the vehicle
represents a choice the driver has made. Thus, the vehicle means
something different to each consumer.
This sort of image requires more than just a showcase of the ve-
hicle and its customizable options. Advertisements should contain
a certain amount of depth and room for interpretation left to the
opinion and imagination of the audience. They should provoke
thoughts of how an individual person can make a smart fortwo his
or her own, or how he or she can build the ideal car.
>>Tone
Advertising efforts should spur thoughts concerning how a con-
sumer can build his or her ideal vehicle. This requires intellectu-
ally dense, though-provoking headlines, which convey personality.
Matched with a clean, almost laboratory-like layout consisting
mainly of white space, this will give the illusion of a question that
needs to be answered, translating into a call-to-action for the con-
sumer to think about the options he or she has to customize a smart
car.
>>Look and Feel
The layout of advertisements will be clean—black on white space.
This conveys the image of an empty white-board or a fresh piece
of paper—a blank canvas for the audience to reflect on itself and
mentally build possibilities.
The image of a fingerprint containing the outline of a smart fortwo
retains just enough depth for the reader to think about what the two
symbols mean and how they are related. A fingerprint is a quality
that is personal to each person. It is a representation of their identi-
ty. The vehicle embedded in it carries the same meaning. Variations
of the fingerprint image may be used for different advertisements,
with the same meaning attached to each use.

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>>Research
In order to better understand the products and services that smart USA
offers, and the opinions that consumers have of them, Crave Creative
has examined secondary research, and has conducted primary re-
search in the form of surveys. This section contains the results of the
data analysis and the conclusions that can be drawn from it.
>>Secondary Research
There has been little research done concerning the driving factors
of vehicle purchases among young adults. In a survey conducted by
Capital One Auto Finance, however, it was found that the single most
important selling point for young adults was price. 44% of those sur-
veyed even planned on paying for their first vehicle in cash, and 52%
did not discuss a budget with their parents.11
This gives the smart brand an advantage due to its low cost. This also
implies that parents are no longer responsible for much of the vehicle
purchase decisions made by young adults. Because of this, parents
should be targeted less by marketing efforts, and this campaign should
focus on capturing the attention of the young adults.
>>Primary Research
Primary research conducted by Crave Creative focused on the per-
ceptions that young adults hold about the smart car. With the goal of
overcoming any negative preconceptions that our target market holds,
questions were designed to evaluate the following:
• Brand Awareness
• Likelihood of Consideration
• Important Features
• Image
Brand awareness was found to be very powerful. 100% of all
respondents surveyed were found to know about the smart brand,
although none of them had purchased a smart car, nor had anyone
in their immediate family. This leads us to believe that there may be
a negative perception, or at least one factor causing them to abstain
from considering a smart car as an option. 82% of respondents said
that they would not consider buying a smart car when looking for a
new vehicle.
Of the number of consumers who would not consider purchasing
a smart car, most of them said that the vehicle’s unsafe nature and
appearance served as the main reason for their choice. This shows
us that safety information regarding the vehicle has been poorly
communicated in past marketing or PR efforts.
Why wouldn’t you consider
purchasing a smart car?
Since our secondary research has shown that the Internet is the
main source of information regarding safety of vehicles, we feel
that this effort should be left to the public relations and Web pres-

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ence of the smart brand. Focusing on safety in advertisements may
discount the credibility of the information.
When asked to describe the smart car, a wide range of adjectives, with
many possible connotations, were used. The most frequent words
used included “small,” “compact,” “efficient,” “unsafe” and “nerdy.”
These responses give valuable insight into the perceptions that young
consumers have of the smart car.
Words such as “chic” and “edgy” were used with much less frequency
than many negatively connotative words, which explains why the
majority of those surveyed would not consider it when purchasing a
vehicle. For this reason, this campaign will focus predominantly on
the image that the smart vehicle has among young adults.
What words would you use to
describe the smart car?
>>Conclusions
After examining the results from a survey regarding the percep-
tions of the smart car among young consumers, we have found that
the two predominant reasons for low sales in the U.S. is due to the
miscommunication of information concerning safety and the ap-
pearance of the vehicle.
Since our secondary research has shown that information regarding
safety is most widely found and utilized through the Internet, we
recommend that an effort to correct this misconception should be
left to PR and Web presence. This leaves the negative image to be
corrected through advertising efforts.

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Affordable
Safe
Edgy
Efficent
Begins
around $11,000
5-star
side crash rating
It is the
smallest car on the
market
Compact
Monthly fee
similar to cell phone
bill
Mercedes engine
95% recyclable
Tridion
steel safety shell
Eco-friendly, ultra
low emissions vehicle
Personable
smart car
>>Mind Map

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?
John Talbot is a seventeen-year-old high school
student from Houston, Texas. His parents feel that it
is about time that he had his own car, but are strug-
gling to find a vehicle that is both affordable and
safe. While John’s parents believe that bigger cars
may be safer than smaller ones, John will be paying
for his own gas and will not be able to afford filling
up a big truck or SUV each week. Also, John will
only be using the car to take himself to and from
school and, therefore, does not need a large vehicle.
The smart car would be a great choice for John be-
cause it not only has a 5-star side crash test rating,
but also has the high quality of a Mercedes without
the hefty price tag. Its size is perfect for storing his
book bags and sports equipment, while giving him
the freedom to park in tight spots. Furthermore, the
smart car is fuel-efficient and will allow John to put
his money toward something much more worth-
while than gas.
Alice Smith is a recent college
graduate who has just landed her dream
job in New York City. She is constantly
looking for ways to express her per-
sonality in a city full of diverse people.
Alice is looking to purchase a car, but is
not exactly sure what she wants. Consid-
ering this will be her first independent
vehicle purchase, she wants a car that is
reasonably priced, but is also representa-
tive of her individuality. In addition, she
would like a car that is small enough to
get around the crowded streets of New
York City. The smart car would be a
great fit for Alice because it is afford-
able, fuel-efficient and has an unparal-
leled design that would be sure to get
her noticed on the road. Furthermore,
the smart car’s interchangeable body
panels will give Alice the expressive and
adaptable options that she wants.
Sally Edwards is a junior art major
at UCLA. Her last car was an unsightly
gas-guzzler, so she is currently looking
for a car that is not only fuel-efficient,
but also reflects her creative personal-
ity. Sally is quite the trendsetter when
it comes to her personal style, so she
would like to purchase a car that will
turn heads and will get her noticed on
the road. The smart car would be a great
choice for Sally because it is essentially
a piece of mobile art that exemplifies
her uniqueness. Its customizable parts
will allow Sally to express herself in an
entirely new way and will provide a new
outlet to express her creativity. With a
gas mileage of 33 miles per gallon in the
city, the smart car will also make Sally’s
trips to the pump less painful.
>>Market Profile

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>>Big Idea
>>leave an impression*

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>>Positioning Statement
To trendsetting, young
drivers, the smart fortwo is a
piece of mobile art that’s not
just a cool car, but defines
individuality.*

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>>Print
A series of print advertisements will measure 8.5" × 11", and will
have a very clean layout, consisting mostly of white space with a
headline, smart fingerprint graphic, smart logo, and a short, personal
profile describing a person’s hobbies and lifestyle. Each advertise-
ment will feature a different color profile for the smart car contained
in the fingerprint, as well as a different headline and profile. This will
prevent consumers from skipping over advertisements because of the
similar layout.
These advertisements will be featured in a variety of magazines with
high circulation rates among this target audience, such as Cosmopoli-
tan, Vogue, GQ and Men’s Health. Print advertisements may also
be featured in high-circulation newspapers such as The New York
Times, USA Today or The Wall Street Journal.
Media outlets such as these generally have appeal to our target
market based on the distribution of information regarding popular
culture, and this placement is designed to monopolize on these
readers, since they constitute a substantial fragment of this cam-
paign’s audience.
Amy Gardner is a 27-year-old investment banker living
in Chicago, Illinois. She enjoys the social scene with her
friends, playing tennis, and is a member of a book club. She
lives in an apartment in Lincoln Park with two roommates.
When she drives somewhere, she leaves an impression.
reveal your identity*
Mark Williams is a 17-year-old high school senior in Ar-
lington, Texas. He is very involved in school with the varsity
football team and several school clubs. He loves to play golf
on the weekends and hang out with his friends. When he’s
driving to school, he leaves an impression.
leave an impression*

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>>Direct Mail
In order to create a memorable direct mail piece that consumers will
spend some time with instead of tossing in the trash can, an area of
lenticular print will be placed on a postcard. When looked at from
one angle, this will show the smart fingerprint graphic that brands
each part of this campaign, but when tilted in a different direction, a
picture of a smart fortwo will be accompanied by the headline “leave
an impression.”
The postcard will also contain copy communicating current promo-
tional offers and new additions to the smart catalog, whether that
includes new accessories or a special financing offer. Since this is a
very timely medium, it serves as a memorable opportunity to com-
municate upcoming changes and offers.
This format can also be reused for different types of promotions by
changing the model and color of the depicted smart car as well as
the headline above it. This will cause the audience to stop and read a
new offer, even though they have received a similar postcard in the
past.
leave an
impression*
* Features represented in this depiction may not be standard on all smart
fortwo models. Additional features or color panels may cost extra.
>>color your drive
Check out our newest line of accessories to turn your
smart fortwo into a driving machine that is
personally yours.
www.smartusa.com
Place
Stamp
Here
leave an
impression*

15
>>leave an impression
>>Outdoor
Outdoor advertising will have a similar look and layout to the print
advertisements. Billboards will be leased in several major metropoli-
tan areas such as New York City, Los Angeles, Miami and Chicago.
More cities will be considered for outdoor advertising as more smart
dealerships open in new areas.
Billboards will feature the smart fingerprint graphic and a headline,
which will change for each advertisement, as well as the smart logo.
Since there is no body copy, and the headline dominates a substan-
tial portion of the advertisement, there is no need to add color to
the car silhouette in the fingerprint, as is done in the print advertise-
ments.
These billboards are designed to catch the attention of drivers. Head-
lines will cause them to think about their driving experience while
they are in their current vehicle, and will spur thought into how their
vehicle could be better—how it could be a smart car.

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>>Television
A series of television commercials will be aired on stations with a
large viewership among consumers in our target market. This includes
channels such as ESPN and MTV, as well as major networks like ABC,
NBC and CBS. From the normal 30-second spots that will air, a series
of 10-second excerpts will be produced.
30-second commercials will showcase a series of actions in which a
person touches an object, for instance, a woman will put down a cof-
fee cup or a man will press a key on a piano. When the person’s hand
is removed from the object, the shot will zoom in on the fingerprint
left on it, and the viewer will see that there is the silhouette of a smart
car in their fingerprint.
The same shot will be repeated four times with different objects in
each. The screen will then fade into a shot of a smart car, replacing the
silhouette in the fingerprint. The car will then drive off of the screen,
revealing a headline. The headline will then fade into the smart logo.
10-second excerpts will have a similar format. The difference is that
they will show one shot of an object, instead of four, before changing
to a shot of the smart car, and then the headline and logo.

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>>Radio
In a medium with very little advertising reach, marketing efforts on
the radio will take the form of personal profiles. This will remove
the focus from the fact that the audience is listening to an advertise-
ment, and mimic the personality of a disc jockey, to keep listeners
from changing the channel as soon as the advertisement begins.
“Hey! I’m Chelsea, and I am a zoologist at the
Lincoln Park Zoo. I’m absolutely crazy about an-
imals. I even had special panels made for my car
with monkeys on them. Pretty sweet, right? Now,
when I go somewhere, everyone knows exactly what
I love to do. I love leaving an impression when
I go somewhere—but not with my carbon footprint,
and that’s why I drive a smart car.”
A series of radio spots will consist of someone, a different person
in each one, explaining to the audience who they are. They will tell
them their name, what they like to do, their interests and their aspira-
tions. This will be followed by why they like to leave an impression
of who they are everywhere they go, even when they are driving.
This will end with the line “that’s why I drive a smart car.”

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leave an impression*
>>Guerilla Marketing
To spur interaction between consumers and the smart brand, white
smart passion cabriolet models will be placed in high-traffic loca-
tions of urban areas such as office parks or recreation areas.
The white vehicle will have a decal applied to the interchangeable
color panel, which will state, “leave an impression,” and will be
accompanied by an ink pad. Passing people can stop and leave their
fingerprint on the car and check out the features offered by the smart
brand. Brochures, pamphlets, catalogs and other promotional materi-
als will also be present for consumers to look at.
The car will have several life-sized versions of the smart fingerprint
graphic on it when it is placed in its location to demonstrate what
consumers should do, and to provide a little surprise for those look-
ing closely at the fingerprints that have already been left on the car.
Cities being considered for locations in this effort include New York
City, Los Angeles, Miami, Houston and Philadelphia. More loca-
tions will be added as more dealerships are added to the map.
This effort is designed to communicate information regarding
customizable options, safety features and purchasing options to
consumers as well as providing an avenue to obtain feedback from
consumers. Since it is a cabriolet model, it also gives the target mar-
ket to opportunity to view the interior of the vehicle, see the acces-
sories available for smart models and discuss the vehicle with other
interested consumers.

AmyGardnerisa27-year-oldinvestmentbankerliving
inChicago,Illinois.Sheenjoysthesocialscenewithher
friends,playingtennis,andisamemberofabookclub.She
livesinanapartmentinLincolnParkwithtworoommates.
Whenshedrivessomewhere,sheleavesanimpression.
revealyouridentity*

MarkWilliamsisa17-year-oldhighschoolseniorinAr-
lington,Texas.Heisveryinvolvedinschoolwiththevarsity
footballteamandseveralschoolclubs.Helovestoplaygolf
ontheweekendsandhangoutwithhisfriends.Whenhe’s
drivingtoschool,heleavesanimpression.
leaveanimpression*

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>>Direct Mail
leave an
impression*
* Features represented in this depiction may not be standard on all smart
fortwo models. Additional features or color panels may cost extra.
>>color your drive
Check out our newest line of accessories to turn your
smart fortwo into a driving machine that is
personally yours.
www.smartusa.com
Place
Stamp
Here

23
>>Outdoor

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CLIENT: smart USA
JOB: :30 TV
TITLE: “LEAVE AN IMPRESSION”
Video
A HAND SETS A COFFEE CUP
DOWN. ZOOM IN ON FINGER-
PRINT WITH A SILHOUETTE OF
SMART CAR IN IT.
A FINGER PUSHES AN ELEVATOR
BUTTON. ZOOM IN ON ANOTHER
FINGERPRINT WITH SILHOUETTE.
A WOMAN’S HAND SETS DOWN A
COMPACT MIRROR. ZOOM IN ON
THE SAME FINGERPRINT WITH
SILHOUETTE.
A HAND PULLS AWAY FROM A
PIANO KEYBOARD. ZOOM IN ON
SILHOUETTE.
Audio
RELAXING, LIGHT-HEARTED
MUSIC WITH NO LYRICS PLAYS
THROUGHOUT THE SPOT.
NO SPEAKING OR SOUND
EFFECTS.
>>Television: 30-Second Spot

25
Video
FINGERPRINT FADES INTO A PIC-
TURE OF A SMART CAR, REPLAC-
ING SILHOUETTE.
SMART CAR DRIVES AWAY, RE-
VEALING A HEADLINE.
HEADLINE FADES INTO SMART
LOGO.
Audio
EFFECTS.
>>Television: 30-Second Spot, Continued

26
CLIENT: smart USA
JOB: :10 TV
TITLE: “LEAVE AN IMPRESSION”
Video
A HAND PULLS AWAY FROM A
PIANO KEYBOARD. ZOOM IN ON
SILHOUETTE.
FINGERPRINT FADES INTO A PIC-
TURE OF A SMART CAR, REPLAC-
ING SILHOUETTE.
SMART CAR DRIVES AWAY, RE-
VEALING A HEADLINE.
HEADLINE FADES INTO SMART
LOGO.
Audio
EFFECTS.
>>Television: 10-Second Spot

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SFX: Bright, bubbly music fades in.
ANNCR: Hey! I’m Chelsea, and I am a zoologist at the Lincoln
Park Zoo. I’m absolutely crazy about animals. I even
had special panels made for my car with monkeys
on them. Pretty sweet, right? Now, when I go some-
where, everyone knows exactly what I love to do. I
love leaving an impression when I go somewhere—
but not with my carbon footprint, and that’s why I
drive a smart car.
SFX: Bright, bubbly music fades out.
CLIENT: smart USA
JOB: :30 RADIO
TITLE: “THAT’S WHY I DRIVE A SMART CAR” #1
SFX: Intense, driving music fades in
ANNCR: What’s up? I’m Tyson, and I’m a stunt double in
Hollywood. Nothing gets me going like jumping off a
building or a good explosion. When I’m not on the
set though, it’s hard to get noticed. Luckily, I just put
some new panels on my car so that the whole thing is
covered in fire. Awesome, I know. Everywhere I
go, I’m the star. I love leaving an impression like
that. That’s why I drive a smart car.
SFX: Intense, driving music culminates into a finale.
CLIENT: smart USA
JOB: :30 RADIO
TITLE: “THAT’S WHY I DRIVE A SMART CAR” #2
>>Radio

28
>>Works Cited
1
“Building brand love without advertising.” Brand Strategy Dec.
2008: 28. Print.
2
Grabianowski, Ed. “How the Smart Car Works.” HowStuffWorks.
Discovery Communications. Web. 7 Nov. 2009. <http://auto.
howstuffworks.com/smart-car.htm>.
3
Guyette, James E. “Shop owners can make the grade by educating
parents, college-bound students about cars.” Automotive Body
Repair News Oct. 2007: 26+. Print.
4
McCormick, Andrew. “Internet becomes main source of information
for car buyers.” The Search Works: Targeted Marketing 24
Nov. 2005: 11. Print.
5
Mehok, Kevin. “The intelligence behind the Smart Car.” Automotive
Body Repair News May 2009: 24+. Print.
6
Miller, Steve. “Cool Smart Car Ad You Won’t See in the U.S.”
Brandweek.com. Brandweek Magazine, 10 June 2008. Web.
30 Oct. 2009. <http://www.brandweek.com/bw/content_dis
play/news-and-features/direct/e3i8f0b924c729e72f6b50463fe
81ce3032>.
7
“Prizm: Market Segmentation Research.” My Best Segments.
Nielsen Claritas. Web. 26 Oct. 2009. <http://www.claritas.com/
MyBestSegments/Default.jsp>.
8
Schefter, Kellen. “Smart Car Offers Drivers New High MPG Option,
Top Crash Rating.” GreenCar.com. 20 Jan. 2008. Web. 2 Nov.
2009. <http://www.greencar.com/articles/smart-car-offers-driv
ers-new-high-mpg-option-top-crash-rating.php>.
9
“Smart car gets highest score in crash tests.” MSNBC. Associated
Press, 14 May 2008. Web. 29 Oct. 2009. <http://www.msnbc.
msn.com/id/24599768/>.
10
Smart USA - open your mind to the car that challenges the status
quo. Web. 25 Oct. 2009. <http://www.smartusa.com>.
11
“Young Adults Navigate Economic Challenges, Auto Financing
Options on Their Own.” iStockAnalyst. Wall Street Tools LLC,
10 June 2009. Web. 3 Nov. 2009. <http://www.istockanalyst.
com/article/viewiStockNews/articleid/3286812#>.

Campaign: smartUSA - "Leave an Impression"

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Campaign: smartUSA - "Leave an Impression"