In order to give an additional boost to sales of the Smart car, Smart has developed a unique, interactive action: 'Design your own Smart car'.This action enables prospects and existing customers to design their own, unique Smart car. Banners take you to the site; once on the site you can upload your own designs: a photo of your family or of your holiday, your own painting, etc. Smart will then ensure that the design is carried out exactly as you want it.

At the heart of the campaign is the website designyourownsmart.nl. Banners teased consumers to visit this website. These banners were an integrated part of these websites, adding to their credibility. In addition, we ran a campaign in cooperation with Holland’s biggest social network, Hyves. People could load up designs and were encouraged to invite friends to do the same. Emails with a link to the website were send out as well as direct mails to a business target audience. In addition we used local dealer advertisements and point of sale material, including Smarts with designs made by famous Dutch designers.