smart BRABUS tailor made
It’s what you make it
The smart BRABUS was all about customisation. You could literally have any aspect of the car in any colour you want, right down to the stitching on the upholstery.
So, our idea was simple: let the user customise not only the car, but the advertising itself.
With the display ads, users could play around with the banners, then submit their customisation so it could be incorporated into the next live version of the ad for someone else to see.
On the microsite, visitors could not only customise a smart inside and out, but also the website itself.
At the time, all this was a lot more impressive than it probably sounds now! ;)
RESULTS: In total this campaign generated 1,027 model enquiries (brochure and test drive requests) and 245 cars sold. The ROI was 35:1.
We also created a mobile app, as was obligatory for all digital campaigns at the time.
And we made some fun bits of DM and POS, too.
The new smart fortwo
It’s your city
When the new generation smart fortwo launched with its new audio and navigation system, we collaborated with music provider We7 to create this highly interactive banner campaign.
Users could select a track from We7's database of more than 8 million songs then explore the city as it came alive to the beat.