Mercedes-Benz Australia/Pacific Pty Ltd
Smart Fortwo Microsite
The Smart car is an extraordinary vehicle concept that brings fresh and intelligent thinking to city dwelling and mobility. For the launch of the new fortwo model, smart approached Lemonade to design an interactive campaign to increase awareness of the new model. The primary objective of the campaign was to deliver an engaging, fun and informative brand experience that would incite users to register online for a test drive.
A promotional microsite and interactive game were developed themed around the positioning ‘evolution of a revolution’. Evolving the 80’s classic Pac Man, Lemonade crafted the city themed drivesmart game, which leveraged fortwo key product attributes such as greater mobility, easy to park, environmentally friendly and increased safety.
Just like the car, the solution had to be smart to tap into intelligent and environmentally conscious minds. Key brand statements were integrated into the game at effective points and traffic was driven through the microsite to the game and test drive registration section. The microsite design was fresh and clean aligning to recent smart brand campaign work. The game visuals were fun and quirky, positioning smart as a breath of fresh air in the city.
The campaign was a success with high conversion rates for visits to test drive registrations. The solution increased brand and product engagement and generated smart fortwo sales through on-line test drive registrations.
Services used
- Web Site Design / Development
- Art Direction
- Content Managed Flash Development
- Illustration
- Project Management
- Game Development
Key wins
- 14.5% of unique visits registered for test drive