SMART
SMART FOR TWO

AN EXCITING NEWCOMER MUSICIAN CONNECTS WITH AUDIENCES AROUND THE GLOBE THROUGH A TVC- AND SOCIAL LED CAMPAIGN.

BRIEF
To enhance the Smart ForTwo TV commercial with music from an authentic new artist that reflects the brand and resonates with the Smart car target demographic.

RESPONSE
The British newcomer Steve Appleton became the ambassador for the entire above- and below-the-line Smart ForTwo strategy. The artist featured in the TV campaign with the exclusive song “Dirty Funk,” which was also seeded virally together with behind-the-scenes video portraits.

RESULTS

The exclusive content drove TV audiences to the Smart website where they discovered the artist Steve Appleton. Furthermore, “Dirty Funk” made it into many Top 20s across Europe and stayed number-one in Japan’s Singles Chart for six consecutive weeks.