“Be first. Drive electric.”– smart launches international campaign for the EQ models

“Be first. Drive electric.”– under this motto, smart is launching an international campaign to accompany the market launch of the EQ fortwo and forfour models.

The campaign with a strong digital bias centres on boldly trying out something new and the pleasure to be had in helping to break new trends. This special “be first” moment may vary from one person to another – and may take the form of driving an electric vehicle, for example.

A special feature of the campaign’s development and implementation is the “creative agency hub”, which involved four agencies working together by way of a co-creation approach. The campaign is to run in Germany until the end of July, after which it will be on air in other European markets.

“Being number one – that is a perfect fit with smart. Since the beginning of the brand, we have radically redefined urban mobility. We are the first automotive brand now to offer the entire model range – smart fortwo, cabrio and forfour – as all-electric vehicles. Our radical approach also extends to the area of electric mobility, where our vehicles and the innovative smart ready to services provide simple solutions to help our customers avoid daily hassle and inconveniences in the city. The Be First campaign shows that electric mobility is fun, radical, simple and ideal for the city. “The campaign presents the complex topic of electric mobility in a light-hearted manner through stories from protagonists’ everyday lives,” explains Denise Heinermann, Head of Marketing Communications smart. “The campaign is aimed at young, post-modern, urban progressives who are curious and open to new ideas. They can experience their very own personal Be First moment with all the electric models belonging to the smart family: environment-friendly, zero-emissions motoring in the city – driving enjoyment included.”

The campaign adopts a digital, always-on approach, whetting appetites for electric mobility on various levels. The integrated moving image campaign spans the areas of TVC, product film and pre-rolls, editorial stories, how-to films, features and social snippets for smart’s international digital channels and platforms. All content is to be prepared and implemented along target group- and channel-specific lines.