Title: read smart win smart
Client: smart


Objective:
To generate "buzz" around the smart brand and its lifestyle positioning while building a strong bond with SCMP's readers.

Strategy:

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.

Idea:
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 the paper.

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 participation.

Teaser

Week 1

Week 2

Week 3

Generic

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