To create enthusiasm for test-drives in their new model Smart ForFour, Smart used Icemedia’s plastic translucent (All Conditions) icecards as fashion-style, handy private contact cards.



CAMPAIGN FACTS

• Online 15,000 unique visitors / 105,000 pageviews
• Offline: 7,000 consumer activations / 54,000 card impressions
• Database: 7,000 records
• Test drives generated: 4,300

OBJECTIVES AND TARGET GROUP
•  Reach a target group consisting of urban professionals in the age of 25 – 45 years
•  Create enthusiasm for test-drives in the Smart Forfour
•  Generate and facilitate brand ambassadors
•  Lead generation
•  Viral marketing via brand ambassadors

CAMPAIGN SET UP
Smart ran a campaign of 7,000 sets. The campaign was promoted via an email marketing campaign on selected consumers from Icemedia’s and Daimler Chrysler’s database and by a hyperlink on Smart’s homepage.

People that made the test drive received good-looking Member Get Member cards that they could hand-out to their friends and family. These people could in their turn also order these handy cards. The new people were also asked to sign up for test-drives and additional information from Smart. Through the viral marketing effect of these branded contact cards, new leads were acquired that signed up for test drives and additional relationship marketing purposes. Via telemarketing the high qualified leads were invited to visit the nearest Smart dealer, and make a 24 hours test drive.

CAMPAIGN RESULTS
More than 4,500 test drives were generated. The campaign created a lot of buzz on Smart’s website, with more than 100,000 extra page views, and 8,000 people signing to receive information form Smart and identifying themselves as true Smart ambassador.


75% represented the age group of 25 – 45 years, which is in line with the target group. The average age of the people ordering cards was 35 years, peak lying at 26 years.