The creative team collaborated with smart USA to create The smart Demo Games: A direct-to-owner campaign aimed at educating existing owners on functions they may potentially find confusing about their smart car. Using J. D. Power research results, we identified and targeted features perceived to be non-intuitive by owners, leading us to create comedic, “Olympic competition-style” videos designed to both entertain and educate. (“Edutainment.”)

Each individual Demo Games video captures the excitement of The Clock Set, The Seat Adjust, The smartShift Transmission, The Media Port Reveal, and The Hatchback and Tailgate Operation.

Each video features athletes at the peak of their skills, all expertly commentated by “Skip Dover” and “Jim Shorts”. Viewers are given the option to bypass the “entertainment” feature of the video in order to instantly view the slow-motion replays, which focus on the functions of the car clearly and concisely.

The videos were launched on all of smart’s social media channels in order to best target the smart owner community.

A 30-second teaser film of for the smart Demo Games launched on smart’s social media channels (Twitter, Facebook, Instagram, Vine). This was shortly followed by the simultaneous release of all 5 full-length Demo Games videos on YouTube’s smart USA channel.

Launched just weeks prior to the Cannes entry deadline with ZERO PAID MEDIA, the campaign – which was targeted exclusively to smart owners – has already generated an impressive 150,000 views, collectively, on the smart USA YouTube channel.