The smart fortwo has been a rousing success since its introduction in Europe over 10 years ago. North American car drivers however, are a different animal. The challenge posed to FOXX Advertising was how to make the vehicle desirable to a market that believes “bigger is better.” FOXX launched the smart fortwo as the intelligent alternative for a cool, hip, and decidedly urban demographic. The campaigns helped smart Canada surpass sales expectations and resulted in the agency doing work for the American launch as well.
market the smart fortwo to a decidedly different Canadian driver while promoting its inherent hipness and proven safety features.