The smart car was launched in Hong Kong in 2002 to a market which was likely to regard it as wildly unconventional and uncompetitively priced within the small car sector. Mediaedge:cia originated, developed and executed a full communication campaign that broke through this core resistance.Using its Navigator planning and implementation system, Mediaedge:cia helped create the brand positioning, identify the key consumer segments, develop a marketing communication strategy and build the integrated, multi-channel, multi-discipline programme for the launch.