Through smartlovers concept, an emotional concept based on drivers and the way they feel about their cars. We decided to stick with the “electric love at first sight” idea for the launch of the new electric smart, by telling stories about drivers falling for their cars.

We released an original song that symbolised how people fall in love with the smart at first sight, and a video of a love story between two owners and their cars. And we “sang” it on all possible media: Spotify, Shazam, YouTube, social networks, radio, cinema and television.

“Electric Love” received more than 9 million likes on Facebook and Instagram and had an extremely high (19%) interaction rate. The song “Electric Love” was played more than 27,000 times on Spotify and, so far, the ad has been tagged around 2,000 times on Shazam.

The video of the song was watched all the way through 2 million times on social media and online. Traffic to the smart site increased three-fold.