City cement trucks became mobile rotating billboards in high traffic areas in Toronto. SMART capitalized on the cement truck’s unique revolving drum to pay off one of its main benefits –nimble tight turning.

Not only were we the first to truly leverage the actual natural turning motion of the cement truck, the smart car is also one of the only cars that can sit size-as on a cement truck.

The whole message was delivered right on city streets where the tight turning benefit is most relevant - and where the smart car lives.

In under 3 weeks:- Reached thousands of people on the streets around the AutoShow in Toronto- Received national and international press coverage extending to over 14 countries.- Over 137,000 Twitter impressions- Over 3.6 million blog impressionsAs a result, our local trucks with their smart turning message became global trucks overnight and our message went global with them.