Smart fortwo zips around Hong Kong offering a funsized delivery service via Ogilvy & Mather
OgilvyOne Hong Kong launched the ‘Fun Sized Delivery’ campaign in April to showcase the new smart fortwo electric drive by smart. At just 2.69 metres, the smart fortwo is perfect for zipping around Hong Kong and is also emissions free for a greener future.
The campaign was split into three phases, all of which involved delivering “fun-sized” treats, including tiny pizzas and miniature flower bouquets, to the public and selected media, in the smart fortwo. The ‘Fun Sized Delivery’ concept highlighted the car’s ability to zip around town, while the mini treats were a play on the brand’s notable attributes – compact with a fun-loving personality.
Phase one took place on April 1, in which the treats were driven to lifestyle editors all over Hong Kong, in the smart fortwo. Delivering pizza and flowers – two of the most classic delivery items – in an innovative car was a playful spin on the delivery experience. The novelty created a lot of excitement among the editors, who shared the news with their readers and followers online, which helped raise awareness for phases two and three.
Phase two, a ‘Fun Sized Delivery Service’ was launched on April 4, giving people the chance to order pizza and flowers through the campaign’s micro-site and have them delivered in a smart fortwo. On the same day, the smart team hit the streets of Causeway Bay for phase three, handing out hundreds of tiny treats to passersby in exchange for their participation in a quick QR code activation.
Phase three also included a competition, giving people the chance to win one of six two-day test drives. To win, people simply had to share their delivery order on Facebook via the hashtag #funsizedhk, at one of six specific times. The first person to post at each given time won a test drive.
“We brought the smart fortwo electric drive to life with classic delivery items in a way that not only reflected the car’s personality, but resonated instantly with people in Hong Kong,” said Nicoletta Stefanidou, Creative Director, OgilvyOne Hong Kong.