Smart facilitated consumers to create their own customised smart. They could not only pick from pre-created designs - some of them made by famous Dutch designers - but they could even upload their own design, appealing to the consumers need to be creative and to create a completely unique product. In this way we made consumers genuine co-creators of the car and the brand.Other media such as banners and direct mails were used to guide people to the site. Talk of the town was one banner in which we see a pigeon flying into a smart leaving behind a unique design: a red ‘spatter pattern’.

The campaign generated 40,000 unique visitors to the website, a lot for a small country like Holland. In total 1,500 smart designs were made leading up to an increase of 30 smarts sold on a total annual number of 896 smarts.