An ‘Unagency’ for the ‘Uncar’

Smart went an unorthodox route in putting together a campaign to introduce its cars to the U.S.

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

For the first national American marketing campaign for the tiny Smart Car, Tracey Matura decided to do something a bit different.

Rather than give the relatively small assignment to a single agency, the general manager of Smart USA pooled staffers from three shops already working on sister brand Mercedes-Benz. Merkley + Partners was tasked with traditional ads, Razorfish with digital, and Sage Collective with events.

It was a bold move. Smart has a long way to go, and it’s a key part of Mercedes-Benz USA’s strategy, if only because it’s essential to the company’s efforts to meet new federal miles-per-gallon standards for its entire fleet.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in