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The Hip & Zippy “SMART” Rolls in Guerrilla Style!

Agency: Crush Communications

Client Brand: DaimlerChrysler MalaysiaSmart Crush 1

Challenge

To introduce a zippy-looking new entrant called “smart” into the Malaysian market; and one that does not fit the mainstream requirements or even perception of what a personal vehicle is supposed to be! The brief called for the need to maintain brand imagery of the brand’s parent company – Mercedes Benz. And deliver sales targets.

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Solution

Max the hype right at  the onset for the brand “smart”!

So CRUSH created a targeted 360 degree campaign in which a spate of guerilla style on-ground activities delivered that strong association and connection with the habits of the intended target consumer!

ATL communications got the word out to the market in no time. The campaign was also bolstered with the inclusion of a cross campaign promotions with the premier of the Pink Panther movie.

And the campaign delivered a few firsts – smart had the honour of becoming the 1st car to be exhibited in the National Art Gallery; and the 1st Automotive Company with a 4-page Newspaper Wraparound!

Results

The client achieved the intended sales target and “sold-out” 1st and 2nd shipments before they landed in Malaysia!

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Source: Karthi Palanisamy, Managing Director, karthi@crush.com.my