smart drive: Launching the smart car in the Ukraine

Alexey Novikov and Maryna Grygorenko
Escape Digital Marketing Group

Campaign details

Brand owner: PJSC Auto Capital
Agency: Escape Digital Marketing Group
Brand: smart Ukraine
Country: Ukraine
Industry: Supermini, subcompact cars
Media budget (USD): Up to $500k
Channels used: Branded content, Events and experiential, Internet - search, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Print - general, unspecified, Social media, Word of mouth and viral

Executive summary

This case study describes the 2012 official launch of the Mercedes-Benz marque, the smart, in the Ukrainian car market. Ukrainian drivers typically valued masculine and prestige cars over smaller, compact models such as the smart. The brand's challenges were to connect with prospective smart owners, encourage test drives and stimulate sales leads. It also had a relatively modest budget for paid for media advertising. Its solution was to bring test drives to the consumer, using Foursquare, the geo location-based social network, to locate consumers. It communicated this offer via a variety of outdoor, digital, print, ambient and event elements. As evidence of the success of this campaign, this case study cites the number of test drives generated and increases in social media followers for the brand.

Campaign background