CHALLENGE

smart USA, the exclusive distributor of Daimler’s smart fortwo two-seater microcar in the United States and a wholly owned subsidiary of the Penske Automotive Group, needed a key partner for corporate and product communications strategy. Stratacomm was selected to help smart USA introduce, launch and sustain sales of a whole new vehicle concept in America – the country’s smallest gas-powered vehicle.

STRATEGIC APPROACH

Stratacomm has worked with smart USA since 2006, beginning with Daimler’s announcement that it was partnering with Roger Penske to bring its iconic smart brand to the United States. We were integral to a unique approach rarely seen in the American car market, focusing on media relations, grassroots initiatives and interactive/digital tactics to spread messages without using traditional advertising. From a six-month, 50-city road show to introduce smart to Americans, to the vehicle’s sales launch, to sustaining consumer enthusiasm for driving sales, messages emphasized how the vehicle is the right car at the right time with its diminutive size to navigate urban congestion and park easily; its fuel efficiency as a non-hybrid during a time of rising fuel prices; and its pure joy-of-driving appeal. We have helped manage smart USA’s media vehicle test fleet, secure executive speaking engagements and conduct media relations around major auto shows – leaving no stone unturned for telling the smart story. We also capitalized on the smart brand’s strong customer following by building, launching and promoting smart USA Insider, the brand’s only official social networking fan site for the United States and one of the first sites of its kind for an automotive brand.

RESULTS

The launch of the smart fortwo made a lasting impression with U.S. media, resulting in national and local coverage of the 50 tour cities, including some of the most-watched television programs and largest publications in the country. Coverage from the road show generated 450 million media impressions, enough to reach every man, woman and child in the United States 1.5 times, and contributed to 50,716 test drives of smart fortwo vehicles as well as more than 30,000 vehicle reservations before it went on sale. Since the sales launch, Stratacomm has kept the smart story fresh and relevant with media, extending smart USA’s visibility beyond traditional media and building relationships in the digital space with key bloggers in vertical sectors. smart USA insider currently boasts more than 10,000 members and is an active member community. Our efforts were instrumental to first year sales of the fortwo exceeding expectations and nearly 40,000 vehicles sold to date.