smart: Relaunch of an urban Icon.
Following the merger between smart and Geely, the brand launched a global relaunch that repositioned smart as a premium, all-electric mobility brand. Building on smart’s urban design heritage and Geely’s technological scale and engineering expertise, the relaunch marked the shift from a niche city-car brand to a globally relevant electric brand.
We led this transformation after winning the global pitch with a truly international team and later securing the European account as well. The work was driven by a data-first approach, shaping both brand and business: from setting up the digital sales platform, including a direct-to-consumer (B2C) sales model, to delivering the creative launch campaign for the new smart brand.
Quite a ride...
For Accenture Song. Team: Chris Barth, Florian Deutgen, Mark Shan, Dean Yu, Beatrix Keim, Frances Lin, Vera Wang, Lennart Wittgen, Daniel Gonsior, Tim Felicetti, Jasmin Dietzler, Cordula Möller, Martin Terhart, Marcel Krempin, Alex Grapp and many many more...