To underline this benefit, we decided to use a modern ad space unexploited until now: the loading circle on an iPhone application. The app for Switzerland’s biggest what's on site was modified so where you normally had to wait for the page to be loaded, you now get a few seconds' entertainment. Enough time to get our message across: If you have to go in circles, you’d better do it in a smart.

The application was very popular with the target group of young city dwellers. The client explored the use of a new medium to increase brand awareness and show people why smart is the ideal solution for crowded cities. At the same time, smart positioned itself as an innovator with an open mind for new ideas.