Design > Graphic Design & Design Crafts
SMART TWITTER SPOT
BBDO ARGENTINA, Buenos Aires / MERCEDES BENZ / 2012
Awards:
Overview
Credits
Overview
BriefExplanation
We had to launch @smartArg, the Twitter account of Smart Argentina.
ClientBriefOrObjective
Smart is the perfect car for everyday use in the city, with a unique design and eco-friendly technology. We had to reflect that in a Twitter profile. Twitter is a content-oriented social network, with not a large room for design or visual innovations. However, at the same time, a very appropriate media for Smart, considering the limitation of space to 140 characters.
Effectiveness
We launched the Twitter account on April 4th, 2012 gaining the attention of thousands of consumers in social media. In only 4 days @smartArg gained more than 2,000 followers, quite an amazing result for the brand, compared to smart Twitter accounts in other countries (@smartcarUSA has 3,239 followers).TechCrunch and Anonymous talked about it, and we even got a tweet from Adam Bain, President of Revenue at Twitter. “The most creative use of Twitter yet” was the phrase used several times.
Execution
We decided to use the typography to develop the first Twitter commercial. Very appropriate, considering that Smart is the only car that fits into 140 characters. Visitors to Smart Argentina's Twitter page can scroll in Chrome using the J and K buttons to see a cute animation of a Smart car travelling through the city as passers-by cheer on. Each frame, of course, was made out of 140 characters or fewer.
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