Drive smart, drive your future.

smart | Brand Strategy

Challenge
The perception of smart cars as “toy cars” among Chinese consumers posed a challenge for the brand. While smart launch the brand’s first EV SUV in China, it deepening the brand challenge, which old fans thinking that the brand lost its playful essence; while young users want smart different from other EV companies.


Strategy
Rather than simply focusing on the new design features, we emphasizing the common value that both old and young smart audience that agree on “drive like you are in the future.” It is not purely about innovation, but also a hint of playfulness that echo the consumer’s own personality. 

From there, we create a new launch strategy  "Drive your future" to show how smart empower them to pursue the future possibilities, and environment sustainability.

The “drive your future” strategy is also an overarching strategy for the 25th anniversary campaign and the new product launch campaign in the 2023.