The new Smart Fortwo - Smart - Springbok Agency
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For Your city

Client: Smart
Task: Adapt the global “FOR” campaign to the Belgian market
Scale: Belgium

Menu:  Creative concept, art direction, copywriting

Display The New Smart Fortwo - Springbok Agency

Known for its compact cars and joie de vivre, smart was ready to launch its first new model in almost 25 years: smart fortwo. The global fortwo campaign was 100% urban in its positioning, but Belgium is much more suburban in character. Our job was to find a balance between the two and adapt the global corporate campaign to suit a younger target group in the local Belgian market.


The message for Belgium was clear: the new smart fortwo is made for your urban environment. We adapted the international campaign to the smaller Belgian cities, with the goal of connecting with Belgium on a much more local level. The campaign was personalised per city; we created unique outdoor signage, billboards and installations to highlight the landmarks of that particular city.

The New Smart Fortwo - Springbok Agency

Activations in Belgian cinemas reinforced the outdoor marketing and helped generate additional buzz. We designed a smart fortwo installation to support the communication on featured posters, and used mirror stickers in the restrooms and branded popcorn buckets as a playful way to connect with the target audience in unexpected ways.