2. i >>Table of Contents 1 Marketing Analysis 2 Company
Profile Company Products and Services History of Company 3 Current
Positioning 3 Desired Positioning 3 Campaing Objectives 3 Main
Message 3 Benefits and Appeals 3 Selling Points 4 Target Market
Demographics Psychographics 5 Competition 5 Frames of Reference 5
Points of Difference 5 Barriers 5 Additional Key Factors 6 Impact
and Action 6 Mandatories 6 Image 6 Tone 6 Look and Feel 7 Research
Secondary Research, 7 Primary Research, 7 Conclusions, 8 9 Mind Map
10 Market Profile 11 Big Idea 12 Positioning Statement 13 Print 14
Direct Mail 15 Outdoor 16 Television 17 Radio 18 Guerilla Marketing
19 Media Print Advertisement #1, 20 Print Advertisement #2, 21
Direct Mail Piece, 22 Outdoor Billboard, 23 30-Second Television
Spot, 24 10-Second Television Spot, 26 Radio Spots, 27 28 Works
Cited 3. 1 >>Market Analysis* 4. 2 >>Company10 Name:
smart USA Parent Company: Daimler AG Address: Mercedesstr. 137
70327 Stuttgart Germany Local: Penske Automotive Group (U.S.
Distributor) 2555 Telegraph Rd. Bloomfield Hills, MI 48302
>>Products and Services10 There are five smart fortwo models
currently available in the United States: the pure coupe, the
passion coupe, the passion cabriolet, the BRABUS coupe, and the
BRABUS cabriolet. All of these models are comprised of two doors
and two seats, and have similar body designs. The cabriolet models
maintain the same body style and structure as the coupe while
offering the freedom of a soft, removable top. The company offers a
variety of accessories to customize each model and to better serve
its customers. This includes standard options, such as audio
equipment and panoramic roofs, as well as options to change the
appearance of the car through removable body panels in several
color options. smart USA has over 70 dealerships across the United
States with con- centrations in or near large, urban areas such as
New York City and Los Angeles. >>History of Company10 The
smart brand started as a joint-venture between Daimler-Benz and
Swatch in 1994. The companys name is an acronym for Swatch-Mercedes
Art, and their mission was to create a unique vehicle that was
safe, fuel-efficient, and would be short enough to allow nose-in
parallel parking. The engine of the smart car would feature the
quality and engineering expertise of a Mercedes-Benz, while the
Swatch brand would add an element of creativity and uniqueness to
the cars design. In 1998, the smart fortwo debuted in nine European
countries and was an immediate success. A few years later, however,
the novelty of the car wore off, thus forc- ing Daimler to consider
a redesign. In 2006, they launched a new, slightly larger model of
the fortwo. The added safety features and updated transmission
boosted sales in 36 countries. The smart fortwo finally made its
debut in the United States in 2008. The 2009 smart fortwo ranges in
price from $11,990 to $20,990. In terms of design, the car is only
250 centimeters long and is available in six colors. According to
the 2008 EPA standards, the smart fortwo has a fuel efficiency
averaging 33 miles per gallon in the city and 41 miles per gallon
on the highway, with a maximum speed of 90 miles per hour. While
safety concerns have proven to be one of the smart vehicles
toughest selling points, the smart fortwo meets or exceeds all
federal government crash test stan- dards. Along with a 5-star side
crash rating, the Insurance Institute for Highway Safety (IIHS)
gave the fortwo the highest possible scores for front and side
crashes.9 5. 3 >>Current Positioning Past efforts to market
the smart micro-car have been aimed toward consumers who consider
themselves socially responsible. smarts fortwo has been advertised
as a fuel-efficient alternative to popular coupe vehicles such as
the Mini Cooper. The car has not previously been heavily marketed
through traditional mass media outlets such as television or
magazine, but has relied on viral methods and web presence.6 This
has led to a consumer base made up of varying types of people, few
of which meet the criteria of a mainstream consumer.
>>Desired Positioning This campaign is designed to reposition
the smart brand as a trendy, customizable option not only for
transportation, but to serve as an accessorya personal expression
of individuality. This is executed through the showcasing of
options such as removable color panels and added features designed
to transform the unconventional, and sometimes off-putting
appearance of the vehicle into an eye-catching piece of mobile art
that will leave a lasting impression on everyone on the road.
>>Campaign Objectives Raise awareness of the smart brand
Communicate options to personalize the product Persuade consumers
to purchase a smart car over competing micro-car models Build
confidence in the image of the smart brand >>Main Message
Buying a smart car is an expression of individuality that will get
you noticed on the road and set you apart from other drivers.
>>Benefits and Appeals Important benefits of the smart car
consist of its versatility of ap- pearance, its adaptability, and
its expression of individuality. Our campaign will encourage
consumers to look at the smart car as edgy as opposed to
conservative and plain. >>Selling Points The smart brand
offers interchangeable body panels that allow people to easily
change the color of their fortwo while the frame color remains the
same. This ability allows for a more expressive and versitile
aspect of the car. The smart fortwo is small on the outside and big
on the inside.10 The models that are available in the United States
are 8.8 feet long, 5.1 feet tall, and 5.1 feet wide. You can fit
two smart fortwo micro- cars in one average parking spot. The
vehicle has 8 cubic feet of storage space. The estimated weight of
the car is 1,808 pounds. The smart fortwo models range in price
from $11,990 to $20,990. The fortwo pure coupe starts at $11,990,
the passion coupe starts at $13,990, the passion cabriolet starts
at $16,990. The smart fortwo BRABUS coupe starts at $17,990, and
the BRABUS cabriolet starts at $20,990. The models also have a very
competitive fuel efficiency of 33 miles per gallon in the city and
41 miles per gallon on the highway. 6. 4 >>Target Market Age
15-30 Varying Levels of Education Variable Household Income
Caucasian/White Urban Areas The target market for this product
consists of new drivers who are choosing their first vehicle or
young adults who are making their first independent vehicle
purchase. In light of a currently growing job market, many parents
of new drivers, as well as recent college graduates, are opting for
a newer vehicle while still making purchase decisions based on
retail price and efficiency. Image is also very important to this
market. Much of this audience makes its vehicle purchasing
decisions based on the outward appear- ance of a car. This has been
the source of the smart cars low sales numbers in past campaigns.
Drivers see the unconventional design of the smart fortwo and
dismiss customizable options, assuming that they cannot change the
appearance of the vehicle. Purchasing decisions are not often based
on practicality of the ve- hicle. This age group has very few
married couples or families. They do not require extra space for a
car seat, they dont have much to haul in the trunk, and they dont
buy too many groceries. 7. 5 >>Competition With a market as
diverse as this one, competition varies based on a customers
reasons for purchasing a smart micro-car. If they are buying one
based on fuel efficiency, a competitor may be the Toyota Prius. If
they like the size of the vehicle, a competitor may be the Mini
Cooper, made by BMW. The smart car is not the only small and
efficient car in its class. The Toyota Prius has more horsepower in
both its gas engine and elec- tric motor. It also surpasses the
smart fortwo in terms of efficiency, averaging 60 mpg in the city
and 51 mpg on the highway. Hondas Fit model is also slightly larger
and faster than the fortwo and is not much more expensive than the
smart model with a base price of $15,000. Finally, the Mini Cooper,
which was formerly the smallest car sold in the United States,
lacks fuel efficiency, and costs consider- ably more than the smart
models. As a result, Mini Cooper owners pay for style over
practicality. Overall, the fortwo is the most fuel- efficient
non-hybrid gasoline powered vehicle on the market today.10
Obviously, its results cannot compare to the mpg numbers of a
hybrid, but its unconventional style and uniqueness is definitely
the basis of its appeal. >>Frames of Reference smart car is
not just fuel-efficient, but a friend of Earth. smart car is not
just a great value, but is a long-term investment. smart car is not
just different, but an expression of individuality. smart car is
not compact, its just right. >>Points of Difference Smallest
car on the market Most fuel-efficient non-hybrid Quality of a
Mercedes without the price tag Interchangeable color panels Looks
different on the road Unparalleled design >>Barriers Our main
barrier will be removing the perception that size implies safety.
The smart fortwo was given the highest crash-test scores by the
Insurance Institute for Highway Safety (IIHS)9 , so when it comes
to the smart models, bigger is not always better. Another barrier
might be the cost of the smart options. Many consumers that are
looking for a car that is fuel-efficient also want it to be cost-
efficient. Compared to many other fuel-efficient competitors such
as the Toyota Prius, the value of the base price, combined with the
fuel-efficiency, may not be the most cost-efficient option in the
long run. The appearance of the smart fortwo is perhaps the most
prominent obstacle to overcome. Its unconventional body and size
give it a European flare that is unprecedented in the United
States, and buy- ers have proven to be hesitant in purchasing one
because of this. >>Additional Key Factors The lack of
previous advertising efforts in the United States pro- vides a base
for building a brand with few strong preconceptions of the product.
Consumers have only their opinions and word-of- mouth notions to
base their purchasing decisions on, which are much less credible
than facts and statistics. This lack of media coverage also allows
space to build brand loy- alty among owners of smart models. 8. 6
>>Impact and Action When a consumer sees an advertisement for
the smart fortwo, their reaction should mirror the way they feel
when they see one on the road. Since a photograph of the vehicle
will not be used in most of the ads, their feelings will be solely
based on the image of the micro- car. The intrigue of the
fingerprint graphic mirrors the depth and meaning behind the design
of the vehicle. Many vehicle advertisements send a message
demonstrating that the driver becomes a part of the car. The
consumer becomes molded to the car through its accessories and
comfort. An advertisement for the smart model should be the exact
opposite. The micro-car should be an extension of the buyer. It
expresses who the driver is. Accessories are chosen to fit the
drivers needs, providing a completely customiz- able driving
experience. >>Mandatories All advertising materials will be
accom- panied by the smart logo, comprised of a black rectangle
containing the grey semi- circle, and its completing, yellow trian-
gle, and the word smart inside it with the tag line open your mind
beneath. In addition, all advertising materials that feature a
photograph or graphical representation of a smart fortwo, with the
exception of the fingerprint graphic, will be accompanied by a line
of legal copy, which reads: Features represented in this depiction
may not be stan- dard on all smart fortwo models. Additional
features or color panels may cost extra. >>Image This
campaign is designed to express the depth and personality inher-
ent in the design of the smart fortwo. The vehicle is an extension
of the drivers character. It has character. The driver chooses the
accessories. The driver chooses the color. Each part of the vehicle
represents a choice the driver has made. Thus, the vehicle means
something different to each consumer. This sort of image requires
more than just a showcase of the ve- hicle and its customizable
options. Advertisements should contain a certain amount of depth
and room for interpretation left to the opinion and imagination of
the audience. They should provoke thoughts of how an individual
person can make a smart fortwo his or her own, or how he or she can
build the ideal car. >>Tone Advertising efforts should spur
thoughts concerning how a con- sumer can build his or her ideal
vehicle. This requires intellectu- ally dense, though-provoking
headlines, which convey personality. Matched with a clean, almost
laboratory-like layout consisting mainly of white space, this will
give the illusion of a question that needs to be answered,
translating into a call-to-action for the con- sumer to think about
the options he or she has to customize a smart car. >>Look
and Feel The layout of advertisements will be cleanblack on white
space. This conveys the image of an empty white-board or a fresh
piece of papera blank canvas for the audience to reflect on itself
and mentally build possibilities. The image of a fingerprint
containing the outline of a smart fortwo retains just enough depth
for the reader to think about what the two symbols mean and how
they are related. A fingerprint is a quality that is personal to
each person. It is a representation of their identi- ty. The
vehicle embedded in it carries the same meaning. Variations of the
fingerprint image may be used for different advertisements, with
the same meaning attached to each use. 9. 7 >>Research In
order to better understand the products and services that smart USA
offers, and the opinions that consumers have of them, Crave
Creative has examined secondary research, and has conducted primary
re- search in the form of surveys. This section contains the
results of the data analysis and the conclusions that can be drawn
from it. >>Secondary Research There has been little research
done concerning the driving factors of vehicle purchases among
young adults. In a survey conducted by Capital One Auto Finance,
however, it was found that the single most important selling point
for young adults was price. 44% of those sur- veyed even planned on
paying for their first vehicle in cash, and 52% did not discuss a
budget with their parents.11 This gives the smart brand an
advantage due to its low cost. This also implies that parents are
no longer responsible for much of the vehicle purchase decisions
made by young adults. Because of this, parents should be targeted
less by marketing efforts, and this campaign should focus on
capturing the attention of the young adults. >>Primary
Research Primary research conducted by Crave Creative focused on
the per- ceptions that young adults hold about the smart car. With
the goal of overcoming any negative preconceptions that our target
market holds, questions were designed to evaluate the following:
Brand Awareness Likelihood of Consideration Important Features
Image Brand awareness was found to be very powerful. 100% of all
respondents surveyed were found to know about the smart brand,
although none of them had purchased a smart car, nor had anyone in
their immediate family. This leads us to believe that there may be
a negative perception, or at least one factor causing them to
abstain from considering a smart car as an option. 82% of
respondents said that they would not consider buying a smart car
when looking for a new vehicle. Of the number of consumers who
would not consider purchasing a smart car, most of them said that
the vehicles unsafe nature and appearance served as the main reason
for their choice. This shows us that safety information regarding
the vehicle has been poorly communicated in past marketing or PR
efforts. Why wouldnt you consider purchasing a smart car? Since our
secondary research has shown that the Internet is the main source
of information regarding safety of vehicles, we feel that this
effort should be left to the public relations and Web pres- 10. 8
ence of the smart brand. Focusing on safety in advertisements may
discount the credibility of the information. When asked to describe
the smart car, a wide range of adjectives, with many possible
connotations, were used. The most frequent words used included
small, compact, efficient, unsafe and nerdy. These responses give
valuable insight into the perceptions that young consumers have of
the smart car. Words such as chic and edgy were used with much less
frequency than many negatively connotative words, which explains
why the majority of those surveyed would not consider it when
purchasing a vehicle. For this reason, this campaign will focus
predominantly on the image that the smart vehicle has among young
adults. What words would you use to describe the smart car?
>>Conclusions After examining the results from a survey
regarding the percep- tions of the smart car among young consumers,
we have found that the two predominant reasons for low sales in the
U.S. is due to the miscommunication of information concerning
safety and the ap- pearance of the vehicle. Since our secondary
research has shown that information regarding safety is most widely
found and utilized through the Internet, we recommend that an
effort to correct this misconception should be left to PR and Web
presence. This leaves the negative image to be corrected through
advertising efforts. 11. 9 Affordable Safe Edgy Efficent Begins
around $11,000 5-star side crash rating It is the smallest car on
the market Compact Monthly fee similar to cell phone bill Mercedes
engine 95% recyclable Tridion steel safety shell Eco-friendly,
ultra low emissions vehicle Personable smart car >>Mind Map
12. 10 ? John Talbot is a seventeen-year-old high school student
from Houston, Texas. His parents feel that it is about time that he
had his own car, but are strug- gling to find a vehicle that is
both affordable and safe. While Johns parents believe that bigger
cars may be safer than smaller ones, John will be paying for his
own gas and will not be able to afford filling up a big truck or
SUV each week. Also, John will only be using the car to take
himself to and from school and, therefore, does not need a large
vehicle. The smart car would be a great choice for John be- cause
it not only has a 5-star side crash test rating, but also has the
high quality of a Mercedes without the hefty price tag. Its size is
perfect for storing his book bags and sports equipment, while
giving him the freedom to park in tight spots. Furthermore, the
smart car is fuel-efficient and will allow John to put his money
toward something much more worth- while than gas. Alice Smith is a
recent college graduate who has just landed her dream job in New
York City. She is constantly looking for ways to express her per-
sonality in a city full of diverse people. Alice is looking to
purchase a car, but is not exactly sure what she wants. Consid-
ering this will be her first independent vehicle purchase, she
wants a car that is reasonably priced, but is also representa- tive
of her individuality. In addition, she would like a car that is
small enough to get around the crowded streets of New York City.
The smart car would be a great fit for Alice because it is afford-
able, fuel-efficient and has an unparal- leled design that would be
sure to get her noticed on the road. Furthermore, the smart cars
interchangeable body panels will give Alice the expressive and
adaptable options that she wants. Sally Edwards is a junior art
major at UCLA. Her last car was an unsightly gas-guzzler, so she is
currently looking for a car that is not only fuel-efficient, but
also reflects her creative personal- ity. Sally is quite the
trendsetter when it comes to her personal style, so she would like
to purchase a car that will turn heads and will get her noticed on
the road. The smart car would be a great choice for Sally because
it is essentially a piece of mobile art that exemplifies her
uniqueness. Its customizable parts will allow Sally to express
herself in an entirely new way and will provide a new outlet to
express her creativity. With a gas mileage of 33 miles per gallon
in the city, the smart car will also make Sallys trips to the pump
less painful. >>Market Profile 13. 11 >>Big Idea
>>leave an impression* 14. 12 >>Positioning Statement
To trendsetting, young drivers, the smart fortwo is a piece of
mobile art thats not just a cool car, but defines individuality.*
15. 13 >>Print A series of print advertisements will measure
8.5" 11", and will have a very clean layout, consisting mostly of
white space with a headline, smart fingerprint graphic, smart logo,
and a short, personal profile describing a persons hobbies and
lifestyle. Each advertise- ment will feature a different color
profile for the smart car contained in the fingerprint, as well as
a different headline and profile. This will prevent consumers from
skipping over advertisements because of the similar layout. These
advertisements will be featured in a variety of magazines with high
circulation rates among this target audience, such as Cosmopoli-
tan, Vogue, GQ and Mens Health. Print advertisements may also be
featured in high-circulation newspapers such as The New York Times,
USA Today or The Wall Street Journal. Media outlets such as these
generally have appeal to our target market based on the
distribution of information regarding popular culture, and this
placement is designed to monopolize on these readers, since they
constitute a substantial fragment of this cam- paigns audience. Amy
Gardner is a 27-year-old investment banker living in Chicago,
Illinois. She enjoys the social scene with her friends, playing
tennis, and is a member of a book club. She lives in an apartment
in Lincoln Park with two roommates. When she drives somewhere, she
leaves an impression. reveal your identity* Mark Williams is a
17-year-old high school senior in Ar- lington, Texas. He is very
involved in school with the varsity football team and several
school clubs. He loves to play golf on the weekends and hang out
with his friends. When hes driving to school, he leaves an
impression. leave an impression* 16. 14 >>Direct Mail In
order to create a memorable direct mail piece that consumers will
spend some time with instead of tossing in the trash can, an area
of lenticular print will be placed on a postcard. When looked at
from one angle, this will show the smart fingerprint graphic that
brands each part of this campaign, but when tilted in a different
direction, a picture of a smart fortwo will be accompanied by the
headline leave an impression. The postcard will also contain copy
communicating current promo- tional offers and new additions to the
smart catalog, whether that includes new accessories or a special
financing offer. Since this is a very timely medium, it serves as a
memorable opportunity to com- municate upcoming changes and offers.
This format can also be reused for different types of promotions by
changing the model and color of the depicted smart car as well as
the headline above it. This will cause the audience to stop and
read a new offer, even though they have received a similar postcard
in the past. leave an impression* *Features represented in this
depiction may not be standard on all smart fortwo models.
Additional features or color panels may cost extra. >>color
your drive Check out our newest line of accessories to turn your
smart fortwo into a driving machine that is personally yours.
www.smartusa.com Place Stamp Here leave an impression* 17. 15
>>leave an impression >>Outdoor Outdoor advertising
will have a similar look and layout to the print advertisements.
Billboards will be leased in several major metropoli- tan areas
such as New York City, Los Angeles, Miami and Chicago. More cities
will be considered for outdoor advertising as more smart
dealerships open in new areas. Billboards will feature the smart
fingerprint graphic and a headline, which will change for each
advertisement, as well as the smart logo. Since there is no body
copy, and the headline dominates a substan- tial portion of the
advertisement, there is no need to add color to the car silhouette
in the fingerprint, as is done in the print advertise- ments. These
billboards are designed to catch the attention of drivers. Head-
lines will cause them to think about their driving experience while
they are in their current vehicle, and will spur thought into how
their vehicle could be betterhow it could be a smart car. 18. 16
>>Television A series of television commercials will be aired
on stations with a large viewership among consumers in our target
market. This includes channels such as ESPN and MTV, as well as
major networks like ABC, NBC and CBS. From the normal 30-second
spots that will air, a series of 10-second excerpts will be
produced. 30-second commercials will showcase a series of actions
in which a person touches an object, for instance, a woman will put
down a cof- fee cup or a man will press a key on a piano. When the
persons hand is removed from the object, the shot will zoom in on
the fingerprint left on it, and the viewer will see that there is
the silhouette of a smart car in their fingerprint. The same shot
will be repeated four times with different objects in each. The
screen will then fade into a shot of a smart car, replacing the
silhouette in the fingerprint. The car will then drive off of the
screen, revealing a headline. The headline will then fade into the
smart logo. 10-second excerpts will have a similar format. The
difference is that they will show one shot of an object, instead of
four, before changing to a shot of the smart car, and then the
headline and logo. 19. 17 >>Radio In a medium with very
little advertising reach, marketing efforts on the radio will take
the form of personal profiles. This will remove the focus from the
fact that the audience is listening to an advertise- ment, and
mimic the personality of a disc jockey, to keep listeners from
changing the channel as soon as the advertisement begins. Hey! Im
Chelsea, and I am a zoologist at the Lincoln Park Zoo. Im
absolutely crazy about an- imals. I even had special panels made
for my car with monkeys on them. Pretty sweet, right? Now, when I
go somewhere, everyone knows exactly what I love to do. I love
leaving an impression when I go somewherebut not with my carbon
footprint, and thats why I drive a smart car. A series of radio
spots will consist of someone, a different person in each one,
explaining to the audience who they are. They will tell them their
name, what they like to do, their interests and their aspira-
tions. This will be followed by why they like to leave an
impression of who they are everywhere they go, even when they are
driving. This will end with the line thats why I drive a smart car.
20. 18 leave an impression* >>Guerilla Marketing To spur
interaction between consumers and the smart brand, white smart
passion cabriolet models will be placed in high-traffic loca- tions
of urban areas such as office parks or recreation areas. The white
vehicle will have a decal applied to the interchangeable color
panel, which will state, leave an impression, and will be
accompanied by an ink pad. Passing people can stop and leave their
fingerprint on the car and check out the features offered by the
smart brand. Brochures, pamphlets, catalogs and other promotional
materi- als will also be present for consumers to look at. The car
will have several life-sized versions of the smart fingerprint
graphic on it when it is placed in its location to demonstrate what
consumers should do, and to provide a little surprise for those
look- ing closely at the fingerprints that have already been left
on the car. Cities being considered for locations in this effort
include New York City, Los Angeles, Miami, Houston and
Philadelphia. More loca- tions will be added as more dealerships
are added to the map. This effort is designed to communicate
information regarding customizable options, safety features and
purchasing options to consumers as well as providing an avenue to
obtain feedback from consumers. Since it is a cabriolet model, it
also gives the target mar- ket to opportunity to view the interior
of the vehicle, see the acces- sories available for smart models
and discuss the vehicle with other interested consumers. 21. 19
>>Media* 22. AmyGardnerisa27-year-oldinvestmentbankerliving
inChicago,Illinois.Sheenjoysthesocialscenewithher
friends,playingtennis,andisamemberofabookclub.She
livesinanapartmentinLincolnParkwithtworoommates.
Whenshedrivessomewhere,sheleavesanimpression. revealyouridentity*
23. MarkWilliamsisa17-year-oldhighschoolseniorinAr-
lington,Texas.Heisveryinvolvedinschoolwiththevarsity
footballteamandseveralschoolclubs.Helovestoplaygolf
ontheweekendsandhangoutwithhisfriends.Whenhes
drivingtoschool,heleavesanimpression. leaveanimpression* 24. 22
>>Direct Mail leave an impression* *Features represented in
this depiction may not be standard on all smart fortwo models.
Additional features or color panels may cost extra. >>color
your drive Check out our newest line of accessories to turn your
smart fortwo into a driving machine that is personally yours.
www.smartusa.com Place Stamp Here 25. 23 >>Outdoor
>>leave an impression 26. 24 CLIENT: smart USA JOB: :30 TV
TITLE: LEAVE AN IMPRESSION Video A HAND SETS A COFFEE CUP DOWN.
ZOOM IN ON FINGER- PRINT WITH A SILHOUETTE OF SMART CAR IN IT. A
FINGER PUSHES AN ELEVATOR BUTTON. ZOOM IN ON ANOTHER FINGERPRINT
WITH SILHOUETTE. A WOMANS HAND SETS DOWN A COMPACT MIRROR. ZOOM IN
ON THE SAME FINGERPRINT WITH SILHOUETTE. A HAND PULLS AWAY FROM A
PIANO KEYBOARD. ZOOM IN ON THE SAME FINGERPRINT WITH SILHOUETTE.
Audio RELAXING, LIGHT-HEARTED MUSIC WITH NO LYRICS PLAYS THROUGHOUT
THE SPOT. NO SPEAKING OR SOUND EFFECTS. >>Television:
30-Second Spot 27. 25 Video FINGERPRINT FADES INTO A PIC- TURE OF A
SMART CAR, REPLAC- ING SILHOUETTE. SMART CAR DRIVES AWAY, RE-
VEALING A HEADLINE. HEADLINE FADES INTO SMART LOGO. >>leave
an impression Audio RELAXING, LIGHT-HEARTED MUSIC WITH NO LYRICS
PLAYS THROUGHOUT THE SPOT. NO SPEAKING OR SOUND EFFECTS.
>>Television: 30-Second Spot, Continued 28. 26 CLIENT: smart
USA JOB: :10 TV TITLE: LEAVE AN IMPRESSION Video A HAND PULLS AWAY
FROM A PIANO KEYBOARD. ZOOM IN ON THE SAME FINGERPRINT WITH
SILHOUETTE. FINGERPRINT FADES INTO A PIC- TURE OF A SMART CAR,
REPLAC- ING SILHOUETTE. SMART CAR DRIVES AWAY, RE- VEALING A
HEADLINE. HEADLINE FADES INTO SMART LOGO. Audio RELAXING,
LIGHT-HEARTED MUSIC WITH NO LYRICS PLAYS THROUGHOUT THE SPOT. NO
SPEAKING OR SOUND EFFECTS. >>Television: 10-Second Spot
>>leave an impression 29. 27 SFX: Bright, bubbly music fades
in. ANNCR: Hey! Im Chelsea, and I am a zoologist at the Lincoln
Park Zoo. Im absolutely crazy about animals. I even had special
panels made for my car with monkeys on them. Pretty sweet, right?
Now, when I go some- where, everyone knows exactly what I love to
do. I love leaving an impression when I go somewhere but not with
my carbon footprint, and thats why I drive a smart car. SFX:
Bright, bubbly music fades out. CLIENT: smart USA JOB: :30 RADIO
TITLE: THATS WHY I DRIVE A SMART CAR #1 SFX: Intense, driving music
fades in ANNCR: Whats up? Im Tyson, and Im a stunt double in
Hollywood. Nothing gets me going like jumping off a building or a
good explosion. When Im not on the set though, its hard to get
noticed. Luckily, I just put some new panels on my car so that the
whole thing is covered in fire. Awesome, I know. Everywhere I go,
Im the star. I love leaving an impression like that. Thats why I
drive a smart car. SFX: Intense, driving music culminates into a
finale. CLIENT: smart USA JOB: :30 RADIO TITLE: THATS WHY I DRIVE A
SMART CAR #2 >>Radio 30. 28 >>Works Cited 1 Building
brand love without advertising. Brand Strategy Dec. 2008: 28.
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