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# Smarteffect
案例简介：概要 Smart 在小型汽车领域的竞争越来越激烈，市场份额和品牌意识也在下降。简报旨在以一种近距离、有趣的方式推广 smart 的品牌资产，作为城市停车和移动的最佳解决方案, 提醒司机，这是一辆改变你居住城市空间感知的汽车。该项目的总预算为 50.000 €，以影响当地人，并通过数字媒体向全国传播信息。 活动描述 向每一个四处寻找停车位的不聪明的司机展示，当突然，城市里有更多的空间给你时，感觉有多好。一旦你不得不停车，拥有一个聪明的人就是这样的感觉。 战略 通过将产品的利益从理性的命题中转移出来，让智能的感知给智能和非智能的所有者带来新的提升 (智能 fortwo 是一辆非常小的汽车，必须易于停放) 一个更情绪化的人 (聪明的改变了城市的规模，这感觉很棒)通过给非聪明的司机经验，而不是只有信息。 结果 230 名司机影响了 spot.350 万次浏览 (占葡萄牙网络用户的 60%)。 1250万的印象在 smart 的 facebook 互动上增加了 2500% (前 72 小时)。智能社交网络粉丝增加 648% (前 72 小时)。 70k 参观 site.846 直接线索。 执行 我们创造了两辆实时缩水的汽车。他们被安置在该市最繁忙的两个地区两天。它们之间有一个停车位，一旦一个不聪明的司机试图停车，我们就会通过缩小汽车来增加可用空间。这个动作是现场体验的，并被拍摄到网上分享。
# Smarteffect
案例简介：Synopsis smart has growing competition within the segment of small cars,and was loosing market share and brand awareness. The brief was to promote smart’s brand assets in a close, fun way, as the best solution for urban parking&mobility, reminding drivers that it’s a car that changes the perception of space in the city you live in. The overall budget for the Project was 50.000€, to impact the locals, and spread the message to the entire country through digital & earned media. Campaign Description Showing every non-smart driver who is going around looking for a parking space, how good it feels when suddenly, there’s more room for you in the city. That’s how it feels to own a smart, once you have to park it. Strategy Giving smart’s perception a new boost to smart and non-smart owners, by shifting the product’s benefit from a rational proposition (smart fortwo is a very small car that must be easy to park) to a more emotional one (smart changes the scale of the city and this feels great) by giving non-smart drivers the experience, instead of only the information. Outcome 230 drivers impacted on spot.3.5 Million views –(60% of Portugal’s web users universe).12.5 Million impressions.2500% increase on smart’s facebook interactions (first 72 hours).648% increase on smart’s social network followers (first 72 hours).70k visit to site.846 direct leads. Execution We created two cars that shrink in real time. They were placed for two days in 2 of the busiest areas in the city. There’s a parking space in between them, and once a non-smart driver tries park, we increase the available space by shrinking our cars. The action was experienced live, and filmed to be shared online.
#smarteffect
案例简介：概要 Smart 在小型汽车领域的竞争越来越激烈，市场份额和品牌意识也在下降。简报旨在以一种近距离、有趣的方式推广 smart 的品牌资产，作为城市停车和移动的最佳解决方案, 提醒司机，这是一辆改变你居住城市空间感知的汽车。该项目的总预算为 50.000 €，以影响当地人，并通过数字媒体向全国传播信息。 活动描述 向每一个四处寻找停车位的不聪明的司机展示，当突然，城市里有更多的空间给你时，感觉有多好。一旦你不得不停车，拥有一个聪明的人就是这样的感觉。 战略 通过将产品的利益从理性的命题中转移出来，让智能的感知给智能和非智能的所有者带来新的提升 (智能 fortwo 是一辆非常小的汽车，必须易于停放) 一个更情绪化的人 (聪明的改变了城市的规模，这感觉很棒)通过给非聪明的司机经验，而不是只有信息。 结果 230 名司机影响了 spot.350 万次浏览 (占葡萄牙网络用户的 60%)。 1250万的印象在 smart 的 facebook 互动上增加了 2500% (前 72 小时)。智能社交网络粉丝增加 648% (前 72 小时)。 70k 参观 site.846 直接线索。 执行 我们创造了两辆实时缩水的汽车。他们被安置在该市最繁忙的两个地区两天。它们之间有一个停车位，一旦一个不聪明的司机试图停车，我们就会通过缩小汽车来增加可用空间。这个动作是现场体验的，并被拍摄到网上分享。
#smarteffect
案例简介：Synopsis smart has growing competition within the segment of small cars,and was loosing market share and brand awareness. The brief was to promote smart’s brand assets in a close, fun way, as the best solution for urban parking&mobility, reminding drivers that it’s a car that changes the perception of space in the city you live in. The overall budget for the Project was 50.000€, to impact the locals, and spread the message to the entire country through digital & earned media. Campaign Description Showing every non-smart driver who is going around looking for a parking space, how good it feels when suddenly, there’s more room for you in the city. That’s how it feels to own a smart, once you have to park it. Strategy Giving smart’s perception a new boost to smart and non-smart owners, by shifting the product’s benefit from a rational proposition (smart fortwo is a very small car that must be easy to park) to a more emotional one (smart changes the scale of the city and this feels great) by giving non-smart drivers the experience, instead of only the information. Outcome 230 drivers impacted on spot.3.5 Million views –(60% of Portugal’s web users universe).12.5 Million impressions.2500% increase on smart’s facebook interactions (first 72 hours).648% increase on smart’s social network followers (first 72 hours).70k visit to site.846 direct leads. Execution We created two cars that shrink in real time. They were placed for two days in 2 of the busiest areas in the city. There’s a parking space in between them, and once a non-smart driver tries park, we increase the available space by shrinking our cars. The action was experienced live, and filmed to be shared online.
# Smarteffect
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#smarteffect
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