The fully electric smart was launched in a big way and with a different attitude

smart’s brand history experienced a major turning point when the iconic 2-seater city car was transformed into a fully electric, 5-seater SUV. The goal was to shake off old stereotypes and introduce the new smart to an audience that had not previously considered the brand.

Lataamo Creative designed and implemented the entire marketing strategy and launch campaign together with Veho. The main message “Think big” was concretized in terms of spaces, equipment and technology – high-quality, but still smart.

The multi-channel campaign covered television, print, digital and events where customers could encounter the car in person. smart repositioned itself on the market – bold and relevant.