With the Hong Kong launch of the new Smart Electric Drive car, we were asked to prove that these tiny electric vehicles had the stamina to go the distance. Working with a strictly limited budget, we had to create buzz around the cars, plus collect quality leads for the Smart sales team.

We came up with a big idea with a tiny twist, the ‘Fun Sized Delivery Service’ – miniature pizzas and flower bouquets delivered to your doorstep by specially customized Smart Electric Drive cars!

Our concept fitted Smart perfectly, playing off the tiny size of the car in a fun way with the miniature pizza and flower treats. A delivery service was also ideal for showcasing the Electric Drive’s endurance (range of up to 135 kms) and versatility – showing it can go anywhere in the city it needs to.

Our concept fitted Smart perfectly, playing off the tiny size of the car in a fun way with the miniature pizza and flower treats. A delivery service was also ideal for showcasing the Electric Drive’s endurance (range of up to 135 kms) and versatility – showing it can go anywhere in the city it needs to.

The response was amazing for such a tiny idea. All 500 treats were snapped up in just 72 hours. Even the press started making their own orders to see what all the fuss was about. Coverage of the event meant we reached over 650,000 unique users through earned-media alone. But best of all, we delivered 247 tiny leads for SMART – people who had actively opted-in to learn more about the car.