smart ”FOR” brand campaign


smart ”FOR” campaign marks the beginning of a new smart era, heralding in the new vehicles from smart: the new smart fortwo and the new smart forfour will have their world premieres in the course of July.

Dr Annette Winkler”With the ‘FOR’ brand campaign we are lending expression to the smart outlook and showing what drives smart, our staff and smart drivers,” says head of smart Dr Annette Winkler. ”smart is much more than just a car. smart has always been a great idea for urban mobility. An idea that is always in motion because it sees the status quo as a challenge rather than an obstacle. An idea that faces the major and minor issues of urban traffic with a smile. And with answers that make life in the city easier, brighter and more carefree each and every day.”

The third generation of the smart fortwo sports a more progressive appearance while remaining unmistakeably smart: fresh, modern and self-confident. Extremely short overhangs at front and rear – these characteristic proportions offer excellent visibility and agility, and in conjunction with a rear engine they permit a passenger cell offering unrivalled spaciousness in such compact design.

The smart forfour adopts these characteristic design features as a totally new interpretation of the four-seater concept. It augments the smart product portfolio as an intelligent, urban vehicle for four people and demonstrates with a fresh design and innovative ideas that practical cars can also embody a distinctive character.

The updated brand positioning is also manifested in the revised corporate design. The revised brand label is more self-confident and modern in character. The brand ring, which also has a more central and dominant role in the products, is now larger and radiates more strongly than before. The brand name, too, is more succinct and therefore more significant and visible. The spoken brand name is to be used henceforth as a new sound logo. The launch of the new visual appearance is to tie in with the start of the brand campaign.

The campaign starts at the beginning of July 2014. It comprises a Europe-wide classic campaign together with comprehensive online and social media activities and a roadshow.

Photos: Daimler AG

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