In an already saturated compact car market, traditional media just wasn’t cutting it. Not only that, but young people weren’t interested buying cars – they’re perceived to be too expensive and often unattainable on entry-level salaries. So what if we equated the car’s price to something that young people regularly buy?

So instead of doing a traditional car launch, we decided to team up with one of Africa’s largest online fashion retailers, Zando, and launch the car there, as the sleek design and state-of-the-art features make the new smart the ultimate fashion accessory, and so, the perfect fit for Zando. And to show people just how affordable the new smart really is, we placed it alongside regular fashion items, showing users that they could get their hands on one from just R1999 a month, the equivalent of €146, the same price as a pair of sneakers or a handbag – so that’s where we placed it. This put the price in perspective and showed people how affordable it is to get behind the wheel of the new smart forfour

Through the Zando website we were able to generate 8.8 times as many leads as we had done via traditional media avenues (dealerships, online, print & outdoor).