Posted by Jennifer Sokolowsky on November 18, 2010 10:00 AM
Most car manufacturers these days are probably hoping that Americans will stop saving and start consuming. Smart USA, however, is boldly moving in a different direction.
Better known internationally, the distributor of the smart fourtwo electric car manufacturer hopes to build brand awareness by taking Americans to task for overconsumption with this opening shot on its Facebook page: “Smart is against dumb, mindless consumption, are you?” Talk about a loaded question. Who would possibly want to answer no?
Other points in smart’s US manifesto include: “Dumb thinks 12MPG is A-OK” (ouch!) and “Let’s take the junk out of our collective trunk.” Smart is planning on rolling out the campaign (or “social media initiative,” as smart prefers to call it) in coming weeks with street teams, events and social media content. The brand is also looking for examples of dumb, mindless overconsumption to include in an upcoming video.
It’s a brave line that smart is drawing; the brand is banking on the fact that the people who agree with smart’s “Against Dumb” manifesto (not, it seems, a swipe at Diesel's Be Stupid campaign) will also put its 41-MPG vehicles in the “smart” category and not the “dumb” one. And it’s probably a good bet.Continue reading...