Smart Matching

How to boost sales of thousands of used Smart cars in stock?
By helping them find a new partner.
After all, a Smart is never used, it’s just single again.

This is the concept behind ‘Smart Matching’, the ongoing brand platform we created for Smart used – yet still fresh and attractive – cars with max 3 years and 40.000km.

Love always gives a second chance.
We’re celebrating new couples every day.

Role ACD | Writer
For Smart
Agency Superegg | Italy
Creative Partner Massimo Guerci
Art Director Dario Citriniti

The project launched with a cheeky video featuring Smart cars back on the street to the notes of naughty 80’s international hit ‘Summertime Love’.

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VIDEO

“Most people think that the ‘soulmate car’ doesn’t exist. They probably haven’t met the right one. Yet.

Many used Smart have just turned single. It’s the perfect chance to find your ‘smartmate’. Get to know them with smart-matching”.

Intentionally plugging into the 80's and 90's sound, look and feel to match an Italian everlasting trend and the target’s likes, the campaign then spread across every media. From a love-matching website where to find the ‘perfect smartmate’ to teasing print, outdoor, edm, events, social, radio messages and dealers.

WEBSITE | Home

“Love always gives a second chance. Find your smartmate."

WEBSITE | Profile registration

“The perfect half is the one that completes you. What do you look for in a partner?”

WEBSITE | Profile registration

“The exterior counts but the difference is on the inside. What kind of lover are you?”

In line with the campaign, the profiles ‘Classic | Dynamic | Refined’ corresponded to cheesy 80/90's songs.

WEBSITE | Matching profiles

“We’re finding your perfect match."

LANDING PAGE

According to their previous selections, users would land on the related ‘smartmate’ candidates section (Essential | Lively | Intriguing), where to choose their favourite and set up a date at the nearest dealer.