What’s On

Smart Car’s tiny idea for big impact

Smart Car embarked on the ‘Fun Sized Delivery’ campaign in Hong Kong earlier this month to showcase its new electric drive – Smart Fortwo. At just 2.69 metres, the Smart Fortwo looks to attract attention of anyone factoring in not only traffic conditions in a market such as Hong Kong but also seeking emissions free drive. The campaign was conceptualised and executed by OgilvyOne Hong Kong.

The campaign was split into three phases, all of which involved delivering ‘fun-sized’ treats, including tiny pizzas and miniature flower bouquets, to the public and selected media, in the Smart Fortwo. The ‘Fun Sized Delivery’ concept highlighted the car’s ability to zip around town, while the mini treats were a play on the brand’s attributes – compact with a fun-loving personality.

Phase one took place on April 1, in which the treats were driven to lifestyle editors all over Hong Kong, in the Smart Fortwo. Delivering pizza and flowers – two of the most classic delivery items – in an innovative car was a playful spin on the delivery experience.

Phase two, a ‘Fun Sized Delivery Service’ was launched on April 4, giving people the chance to order pizza and flowers through the campaign’s micro-site and have them delivered in a Smart Fortwo.

On the same day, the smart team hit the streets of Causeway Bay for phase three, handing out hundreds of tiny treats to passersby in exchange for their participation in a quick QR code activation.
Phase three also included a competition, giving people the chance to win one of six two-day test drives. To win, people had to share their delivery order on Facebook via the hashtag #funsizedhk, at one of six specific times. The first person to post at each given time won a test drive.

“We brought the Smart Fortwo Electric drive to life with classic delivery items in a way that not only reflected the car’s personality, but resonated instantly with people in Hong Kong,” said Nicoletta Stefanidou, Creative Director, OgilvyOne Hong Kong.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.