Mercedes-Benz promotes electric Smart Fortwo
Mercedes-Benz Canada has released an online video promoting the electric version of its Smart Fortwo vehicle. Developed by BBDO Toronto, the 90-second video shows a Fortwo competing against three high-performance vehicles in a five-meter race. The intent is to demonstrate the advantages of the Fortwo in city traffic.
The video is part of a national marketing campaign that also includes online and print ads, as well as social media activities. The effort also makes use of an out-of-home execution depicting an electric charging station sign in the style of a gas station price sign. This installation will be placed at three locations in the Toronto area during July and August.
"While the campaign is light-hearted, it nevertheless conveys important messages about the Smart's multi-talented abilities to conquer all facets of urban driving," said Peter Ignazi, executive creative director at BBDO Toronto.
Along with this campaign, the company is conducting a contest in support of its efforts to increase the number of charging stations in Canada. Consumers can enter by nominating a location for a future charging station at <http://www.thesmartcityproject.ca>. The winner will receive a trip to Rome.