This Smart Car Instagram Ad Consists of Fragments That Come Together
Jana Pijak — June 22, 2016 — Social Media
This Smart Car Instagram campaign lets smartphone users access a print ad by placing their devices side by side. Promoting the brand's 'fortwo' car model, this social media campaign is directly inspired by the vehicle's design.
"The smart fortwo is the perfect size for two people, just like this Instagram experience," says Smart's general manager of marketing services Mark Aikman. Rather than choosing a traditional storytelling method and marketing strategy, Smart appeals to interaction-driven audiences and targets a young and urban demographic of Millennials -- a consumer group that seeks style and convenience on a budget. Created in partnership with creative firm Razorfish, the campaign consists of two fictional Instagram accounts -- users named @fortwo_jake and @fortwo_jill -- that each tell half of a story until their narratives are brought together.
This Smart Car Instagram campaign is witty and attention-grabbing, requiring two individuals to place their phones side by side in order to view its brand messaging -- a concept that directly correlates with its newest car's design.
"The smart fortwo is the perfect size for two people, just like this Instagram experience," says Smart's general manager of marketing services Mark Aikman. Rather than choosing a traditional storytelling method and marketing strategy, Smart appeals to interaction-driven audiences and targets a young and urban demographic of Millennials -- a consumer group that seeks style and convenience on a budget. Created in partnership with creative firm Razorfish, the campaign consists of two fictional Instagram accounts -- users named @fortwo_jake and @fortwo_jill -- that each tell half of a story until their narratives are brought together.
This Smart Car Instagram campaign is witty and attention-grabbing, requiring two individuals to place their phones side by side in order to view its brand messaging -- a concept that directly correlates with its newest car's design.
Trend Themes
1. Interactive Social Media Campaigns - Interactive social media campaigns that require user participation and interaction are growing in popularity as a way to engage with audiences and create a unique brand experience.
2. Targeting Young and Urban Demographics - Brands are increasingly targeting young and urban demographics, such as Millennials, who are seeking style and convenience on a budget.
3. Innovative Advertising Methods - Brands are exploring innovative advertising methods, like combining technology and traditional media platforms, to create attention-grabbing campaigns that stand out from the competition.
Industry Implications
1. Automotive - The automotive industry can leverage interactive social media campaigns to engage with younger consumers and showcase the unique features and design of their vehicles.
2. Marketing and Advertising - The marketing and advertising industry can benefit from creating targeted campaigns that resonate with young and urban demographics, utilizing interactive and attention-grabbing techniques.
3. Creative Services - Creative services agencies have the opportunity to collaborate with brands on developing innovative advertising methods that combine technology and traditional media platforms, creating memorable and disruptive campaigns.
4.7
Score
Popularity
Activity
Freshness
