The goal was to build owner loyalty to the brand. The campaign presented a technically improved car and motivated traffic for smart Centers, leading to sales of the smart 2.0.Many existing customers would be thinking about upgrading their car when the time came (usually every three years), or moving to a different brand. Our goal was to keep them in the smart family. We had to change the mindset from the perception of smart as a specific car to that of an "umbrella brand" with different products, designed with the customer in mind.

The 2.0 upgrade message proved was well received by our audience. Owners contacted their smart Center for a test drive and bought the new car. 20% of our targeted audience upgraded to the new model.Besides generating outstanding sales results, this campaign had a goal to reposition smart as a technologically sophisticated umbrella brand that could support multiple products under the smart name. Previously, the car's small size was the sole point of emphasis and the product offer was limited to one. This campaign helped initiate strategic change, as DaimlerChrysler now plans to launch additional smart car models in France.