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Smart Promotion From Smart
Living just over the Washington DC border in Maryland I see my fair share of Smart Cars. I can’t say that I honestly like the vehicles they produce, but they certainly serve a purpose—to fit places where other regular size cars can’t. Smart has always been proud of its positioning and it has been the focus of all of their marketing efforts to date—which is why the Smart-branded URL shortener found at http://url.so-smart.be/ makes so much sense. Although there must be over a hundred URL shorteners in existence, this is one of the first commercial applications that I've seen that makes sense and serves to drive home a brand's core positioning.
Judging by the .be domain and the corresponding microsite, http://so-smart.be, this campaign looks to be focused on Europe where citizens are much more receptive to micro-cars. Even still, the positioning is strong and if they continue to drive home the benefits of having a small, purpose-built car in an urban area, I think they’ll sell a lot of these.
by
Comments
Posted on May 12th, 2009 at 2:37 PM
Not everyone likes smart cars, but I can say after 4 years of driving one in Canada, that they do almost everything you want a car to do.
The only limitations I've found are:
1. Only you and one other person on any trip you want to take.
2. You can't take all your stuff with you.
3. Embarassed when you fill-up and put $10 on your credit card because you can't fit more in.
4. fighting through the crowd gathered around your car everytime you stop. (thankfully that's happening less often now)
If you need transportation and are considering a scooter, but hate driving in rain and snow, then this is the car. If you need to haul a lot of people or things then it isn't.
I like mine, and the GF thinks it's cool, so it's a winner in my books.
by John