AGAINST DUMB by strawberryfrog for Smart

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AGAINST DUMB

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency strawberryfrog
Creative Director Todd Beeby
Designer Charlie Williamson
Released November 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: SMART
Product/Service: SMART CAR
Agency: STRAWBERRYFROG
Date of First Appearance: Nov 15 2010
Entrant Company: STRAWBERRYFROG, New York, USA
Entry URL: http://www.facebook.com/#!/smartusa?sk=app_4949752878
Chief Creative Officer: Kevin McKeon (StrawberryFrog)
Creative Director: Todd Beeby (StrawberryFrog)
Senior Art Director: Jon Vall (StrawberryFrog)
Interactive Producer: Katie Hepp (StrawberryFrog)
Account Director: Jake Baldridge (StrawberryFrog)
Account Manager: Gabriel DeLorenzi (StrawberryFrog)
Account Manager: Amanda Hellman (StrawberryFrog)
Chief Strategy Officer: Ilana Bryant (StrawberryFrog)
Director of Social Media: Sienna Faris (StrawberryFrog)
Social Media Strategist: Mariana Cardier (StrawberryFrog)
Animation: (Buck)
Sound: (AntFood)
Social Media Strategist: Allison Kennedy (StrawberryFrog)
Designer: Charlie Williamson (StrawberryFrog)
Media placement: Digital Campaign - Facebook - 18 Novemeber 2010

Insights, Strategy & the Idea
smart USA had been in a multi-year sales slump since introduction in 2008. smart asked us to help reverse that trend by redefining the smart brand in the US.
We expanded our target audience to include people who had a passion against mindless consumption.
smart was known as a quirky, small, efficient car. We realized that it needed to be more than that. smart had to connect with a cultural idea in order to be relevant (since there were bigger, more efficient cars out there!).
Our idea? Connect with the cultural ethos of fighting mindless consumption with the movement, "Against Dumb."

Creative Execution
Like every car company, we ran a trade-in promotion; only we hosted ours on-line and called it “The Great Dumb Trade-in.”
We asked people to visit us on Facebook, and share with the world the dumbest thing they ever bought. Then we invited everyone to vote for the dumbest of all.
The winner could trade in their, well…whatever, for a brand new smart car.
Out of hundreds of submissions, some of the dumbest entries were a lip exerciser, hands-free umbrella, and a sushi-shaped stapler.
The winner ended up trading his radio hat for a new car. Smart move.

Results and Effectiveness
smart's Facebook community grew over 750%. Most importantly, we were able to stem the multi-month sales decline, increasing sales by 172% vs. previous month. Because the movement involved people outside smart's former target audience, this effort brought new considerers into the fold. Connecting smart to "Against Dumb" gave them a reason to be associated with the brand and gave current owners pride in the brand; thus activating word of mouth.