The all-new 2016 smart fortwo represented a chance to re-introduce the smart brand to a new audience. With a new model we had loads of new information to tell our target audience. Those who know smart see the brand as democratizing, innovative, and challenging the status quo. These are amazing strengths for a car that has been on the market for eight years but unfortunately most customers have only heard of the brand and are unfamiliar with the product and its reason for being.
We were asked to create engaging social content that generated buzz and awareness around the U.S. launch of the new car. And do it on an end of year budget that could fit in the car's cup holder.
Our thinking brought us to Instagram where users are looking for a personal experience. Unlike other social channels that allow users to absorb content bites from sources where they have an anonymous connection, the content consumed on Instagram is curated by the individual looking for a deeper connection with their followers.
So in the spirit of the car built perfectly for two people to enjoy, we invited Instagram users to team up and follow along on a story for two – to enjoy it together.
The first two device Instagram story.
Two separate Instagram accounts each told only half the story. However, when two phones were placed side-by-side, the story came together. The story chronicled a man trying to track down his missed connection. After failing a few times, he finally finds her, and we see their life together play out. But the story ends with a twist where we learn it all took place inside the man's head during the moment he first locked eyes with the girl.
Throughout the experience, users could tap on different squares to learn more about the car's features and even find hidden square giveaways that two people could enjoy together.
Media coverage from places like Automotive News, Adweek, and Goodbuzz resulted in 164% increase in daily @smartcarusa Instagram followers and generated millions of social impressions.
A completely new way of story telling created entirely out of existing assets. But most importantly we made social, a bit more social.
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