• Situation

A new smart has arrived, it is completely different than the old one, and it is entering a red ocean of new EV launches every month

• Brief

We need the new smart #1 to stand out not only from Colmobil EVs but also from all the other EVs that has arrived to the market. Target audience: dealers,major clients,car fleet managers, the press and Colmobil employees.

• Objectives

Make the smart#1 the “talk of the day” of 1200 Colmobil employees

Make every visitor at Colmobil headquarter notice the new smart#1

differentiate smart#1 from all the other EV SUV out-there (even the ones that Colmobil sale)

• Share the media insight that led to this work

We chose EV parking/charging spots as an element that every EV driver looks for it immediately when he enters a parking lot, making it the perfect media to announce that a new and

We created different parking / charging spots, each of them is unique design that reflects the smart brand core values (innovative, colourful, designed)

We chose EV parking / charging spots as an element that every EV driver looks for it immediately when he enters a parking lot, making it the perfect media to announce that a new and different EV has arrived.

When a new car model or brand is introduced it is very important to create a great impact among 4 strategic audiences before you even go to the final consumer:

1. Dealership owners: it’s important to make them believe in the product and its potential as they have a lot of influence on the consumers final decision.

2. Large fleet managers: their confidence and reassurance in a good product is important for the car success meaning big deals that helps to create a quick success.

3. Journalists have the power to make a new car be a flop or a success.

4. Our employees: They are also our best ambassadors out there, being the “car experts” of all their social circles, soy the have a great impact on sales.

Colmobil’s HQ is the perfect spot were all these audiences converge.

We created different designs for each parking / charging spots, each of them is unique with its own design motives, but the choice of colours and shapes makes it clear that they are part of the same concept.

Instead of a technical notice of an electric parking spot it became a colorful spark.

The size of each parking spot was 240cm X 440 cm.

1200 Colmobil employees, hundreds potential clients (dealership, car fleet executives, premium clients), press and influencers.

Everyone saw the parking spots and cars and understood immediately that the new smart #1 has arrived. It is a different car that deserved a different parking spot.

All objectives were completed

Make the smart #1 the “talk of the day” of Colmobil employees - DONE

Make every visitor at Colmobil headquarter notice the new smart #1 DONE

Differentiate smart #1 from all the other EV SUV out-there (even the ones that Colmobil sale) DONE

Strength the spirit of the smart brand DONE

All 300 first cars that arrived in the first batch were sold in 3 days.

(In entire 2019 only 36 smart cars were sold)