Pre-launch, we spread the word about the amazing smart car with three viral videos showcasing its small size, easy to park seeded to the hottest portals in China.Then we challenged our target to create a ‘smart’ cube – 3m x 3m (a Smart car’s length) – in conjunction with China’s biggest portal. Consumers got to vote for the winners, which were then made into real works of art for an event at Beijing’s smartest art gallery.Our next message appeared on our smart website – openyourmind.cn, called on the target to identify the “smart” landmarks across China, using words and photos on Google Maps. They could also vote for the smartest location in every city to create a smart map of the country. Dealerships were also included on the map.We put the car into the hands of our target market with a unique 13-city tour of test-drives.

Our viral videos took the new brand to 3 million consumers, the cube contest attracted 90 million page views and 31 million votes.

Around 6,000 people came to the test-drives and pre-orders were 300% ahead of target.

1,500 smart cars were sold.