read smart win smart
To generate "buzz" around the smart brand and its lifestyle positioning
while building a strong bond with SCMP's readers.
The campaign strategy was to use smart's unique positioning to build
a stronger connection with its "smart set" audience. A co-marketing
effort with South China Morning Post (SCMP) was deemed perfect - its
reader profile and stature as the leading English daily prompted smart
to sponsor cars to be won in a lucky draw, connecting Post readers with
the smart brand. It created "buzz" around the smart brand and its lifestyle
positioning while building a strong bond with SCMP's readers.
With a prize like smart and a newspaper renowned for intelligent editorial,
the promo mechanics also had to be smart.
Thus the crossword mechanic. Crosswords provide stimulating recreation
for smart people. Clues were placed throughout paper; location of clues
spotlighted in front-page skyboxes. Accessing clues entailed navigating
Clues given in fake articles with sensational headlines. Tongue-in-cheek,
reflecting irreverent wit and sophistication of both the smart reader
and smart driver. Distinctive, colourful look for articles coordinated
with skybox "signposts" for easier recognition and aid to increased