The Smart Advertising Campaign - Coursework Example

Analysis of the Smart Advertising Campaign by Smart automobile is one of the most recognizable and the most innovative brands on the car market in the world. It is absolutely stylish, attractive and funky at the same time. It has made its name with the help of exceptional functionality and extraordinary design but the advertising campaign that was directed on popularization of the automobiles was also very smart and contributed to the success of the brand. But before analyzing the campaign itself it is interesting to look through the facts from the company history. It is a division of the German brand called Daimler AG which produces and advertises these cars. Though smart automobiles are manufactured in France on the special factory called Smartville the headquarter of the company is situated in Boblingen (Smart History). Smart was created as a completely innovative model and its design and production was performed in association with Swatch brand in the beginning. The main emphasis was placed on the small size of the automobiles and the subsequent comfort for drivers. The logo, the motto and the name of the brand reflect that concept. The logo consists of a letter “c” and an arrow which are interpreted as “compact” and “forward thinking”. The motto of the company sounds like “open your mind” and is addressed to free and extravagant people who are no afraid of trying something new (Lewin, 2010). There have been several variations of smart design after the original model called Smart Fortwo was launched. Now electric versions of cars and the automobiles with exclusive design as well as sport cars are available in Europe, Latin America, Australia, Asia, and North America (Smart History). Obviously the advertising campaign for such an extraordinary product had to be absolutely creative. The first and the most noticeable thing that Smart manufactures managed to do was to give a product a personality that set it apart from all the other competitors. Smart car appeared as a pretty, witty, and a compact accessory and did not resemble a car in its general sense. Most people got used to the fact that to feel safe and respectable they have to drive big monochrome automobiles produced in Germany which is famous as the motherland of best cars. Smart has broken the standards - it started manufacturing cars that looked like they could fit into woman`s purse (that is another reason why smart cars are appreciated by women). Nevertheless, the status of the consumer did not decrease – it is not a compromise between more expensive and less expensive car- it is absolutely new type of car for absolutely new type of people. Before analyzing the success of application of advertising campaign it is reasonable to define the target auditory of a Smart car as it will give the understanding of whether the campaign was successful in reaching the target auditory first of all. Target auditory defines the overall advertising strategy and theme of the campaign. If the target auditory is defined right then delivering the message will not meet any obstacles (Shultz et al., 1996). Speaking about the target auditory of Smart automobiles it is necessary to say that it is rather nteresting. The main consumers of Smart vehicles must be city inhabitants who value their space and time and are worried about gas-efficiency. Smart makes accent on the parking because it is considered that anyone is capable to park a car in the tiniest and the most unfavorable places for parking. As the price for a Smart car varies from $12.000 to $17.000 the average consumer must be a person from 20 to 50 who needs a car for travelling around the city (Austin, 2010). Nevertheless, Smart decided to broaden its target auditory and included the dwellers of suburban areas as well (it became clear from the commercial they created in the 2000). So Smart would be an ideal solution for young couples (that is how the name Fortwo was created!) or single people with the annual income above $50.000 without kids who buy it as their first automobile. Psychological characteristics of consumers would include curiosity, ecological awareness, and flexibility (Shimp, 2008). Having defined the target auditory Smart has launched the advertising campaign in Europe and in several years reached America. I will discuss the latest campaign for promoting Smart Fortwo that started in 2014. In my opinion this advertising campaign, as much as all previous, reflects the mood of the consumers and even anticipates it to a certain degree. The company has already earned his name as a brand but to introduce new cars of the third generation it needed fresh and visually attractive media messages (Smart Fortwo History). The concept beyond Smart car has not changed, it has evolved and acquired new features. The theme that was created by the company was based on the brand values: comfort, innovation, environment sustainability, and enjoyment or “joie de vivre”. The cars were created “FOR” which in broader sense meant “not against”. For changes, for innovations, for optimism, for adventures, for taking risks, for mobility, and for more comfort in busy city life. The CEO of the brand Annete Wrinkler stated that Smart was always more than a simple automobile, it was a fresh idea. This idea included more mobility, more safety, and more fun from driving in a city- something that was unknown to the consumer before (“FOR” brand campaign, 2014). The brand name was also updated to fit the new smart era: it became more prominent and more adequate to the funk design of the car. Still the accent in a new campaign was placed on the visual aspect of the automobile: the car was and remains instantly recognizable among other vehicles due to its form and colors (Smart Design). Many drivers even prefer to paint the car in their favorite color in order to express personal tastes more prominently. And here we see why smart justifies its name: the brand launched a campaign on Instagram social network to catch up with consumers` preferences. The brand asked their followers to post selfies with a hashtag #smartwrapme and then the brand chose a perfect design for a Smart based on this photo. The marketing ploy attracted hundreds of new followers for Smart and proved once again that antics in social media marketing campaign is very useful and effective (Stampler, 2014). The campaign for the new type of Smart was launched traditionally in Europe embracing classic activities, media, social networks and roadshows. The advertising strategy of Smart was aimed to make consumers want car because it will give additional opportunities to driving in the city. Smart has created the idea that moving around city streets can be easy, convenient and really cool by stating that present traffic and parking is tiresome and complicated. While Smart cars are created for those who share comfort and environmental sustainability more than speed and luxury (Smart Fortwo Revealed, 2014). Making this idea fundamental Smart has elaborated the campaign that hits the customers who value comfort more the status. I would say who see intellectual solutions to the daily problems as urgent and smart. Irony and good and healthy sense of humor used in advertising campaign not often become the tools in marketing but Smart made it possible. Eloquent and striking imagery was the basis for establishment of brand recognition among consumers. Smart made everything possible and impossible in order to make people all over the world aware of the brand (“FOR” Brand Campaign). Television campaign was launched with a number of witty, bright, and catchy commercials. The advertisements on billboards and in printed media impressed editors a well as readers. On one of them a Smart auto is locked with the oversize bike lock on the other it is not visible behind the tree or a sheep. On some posters Smart mocks itself by placing road traffic signs between the buildings. However, Smart still implies safety and stability. It encourages consumers not to believe their eyes: despite its tiny size smart is very safe and much tougher than it looks (Smart Car Advertisements, 2013). To attract as many consumers as possible and make them aware of new solutions Smart was promoted with the help of social networks actively. Facebook, Twitter, Instagram, even Behance users were engaged into Smart advertising campaign. This is reasonable and a justified step because Smart managed to start a dialogue with consumers and exchange emotions and visual images. The brand broadens the perception of the campaign making it entertaining and interesting. Smart uses its status of intellectual brand, brand of the future which adapt to the realities of the world: when it is needed to respond to the joke on Twitter Smart does it perfectly. I would say that the overall message of the company that is manifested in its design, advertising campaign is that intellectual revolution will require consumers become more accurate and picky because the look and the size does not correspond to the filling. The advertising strategy of Smart is more than smart, it is sophisticated and very appealing. The brand created emotional response for the product in consumers. Probably in the era of marketing technologies people do not like buying things any more, they like buying emotions, feelings, and attitudes. They prefer the brand that would make their image complete to the brand that would be just comfortable and reliable. Smart created a specific culture of consumerism on the car market (the market which was rather difficult to impress with anything new). Smart did not adapt to consumers` tastes: it created consumers taste like any innovative brand. Now everybody knows that Smart is for those who appreciate joie de vivre and value each single moment of their lives, those who are creative and bright in each decision. The brand became an idea of better future: the future for those who are eco-friendly, mobile, and bright. These people are united by common internal futuristic culture, these are the people of a new generation (Altstiel & Grow, 2006). And what can be more effective than creating a product that looks different than all the competitors and persuade the customer that he will be smarter than others if he buys this product? Hardly possible to make up anything better. Moreover Smart used traditional approach to advertising campaign is well as innovative methods. Starting the dialogue with consumers on social networks is very effective and very up-to-date. Bu the brand did not neglect traditional methods of advertising like TV commercials or roadshows. So Smart proved to be exceptionally smart and witty in their advertising campaign which helped to become one f the most recognizable and popular brands on the market. Bibliography Altstiel, J. & Grow, J. (2006). Advertising Strategy. London: Sage Publication Austin, M. (2010). 2011 smart Fortwo Electric Drive - First Drive Review. Car and Driver. Retrieved from: http://www.caranddriver.com/reviews/2011-smart-fortwo-electric-drive-first-drive-review “FOR” Brand Campaign (2014). Daimler Website. Retrieved from: http://media.daimler.com/dcmedia/0-921-1653632-1-1717349-1-0-0-0-0-0-0-0-0-0-0-0-0-0-0.html Lewin, T. (2004). Smart thinking: the little car that made it big. St. Paul, Minnesota: MBI Publishing. Retrieved from: https://books.google.com.au/books?id=fXZiCsNUQygC&printsec=frontcover&dq=Lewin+Smart&hl=ru&sa=X&ei=hk9LVd2PN8GuU_LigLAI&ved=0CBsQ6AEwAA#v=onepage&q=Lewin%20Smart&f=false Smart History. Official Website. Retrieved from: http://uk.smart.com/uk/en/index/smart-fortwo-453.html#showme.ccindex=0 Shimp, T. (2010). Advertising Promotion and Other Aspects of Integrated Marketing Communications. London: Cengage Learning. Shultz, E., Stanley, E., Tannenbaum, A. (1996). Essentials of Advertising Strategy, New York: NTC Busiess Books. Smart Car Advertisements (2013). 10Steps. Retrieved from: http://10steps.sg/inspirations/artworks/33-creative-examples-of-smart-car-advertisements/ Smart Fortwo History (2011). The Auto Channel. Retrieved from: http://www.theautochannel.com/news/2014/10/20/117407-celebrating-20-years-history-smart-hambach-plant-writes-next-chapter.html Smart Fortwo Revealed (2014). What Car? Retrieved from: http://www.whatcar.com/car-news/2015-smart-fortwo-specs-prices-on-sale-date/1303531 Smart Design (2014). Smart USA. Retrieved from: http://www.smartusa.com/ Stampler, L. (2014). This Brand Will Guess Your Dream Car Based on Your Selfie, Time. Retrieved from: http://newsfeed.time.com/2013/12/18/this-brand-will-guess-your-dream-car-based-on-your-selfie/ Read More