Plug into the New Geek in Town

smart electric drive
campaign 2013

Why are we here?
Reason:
Launch of the new smart electric
drive in Q1 2013 across the U.S.
Overall Objectives:
1. Increase brand awareness
2. Generate sales of 5,000 units
Timing:
One year campaign

smart electric drive campaign

Industry
Car Industry:

• Highly competitive

Electric Vehicles:
TESLA MODEL S

• Energy efficient driving trend

• Gasoline prices rising

• Battery life improving

• Improvements in vehicle fuel
efficiency

• High prices remain
compared to ICE cars

• Hybrid = Gas + Battery

• Safety issues will get closer
scrutiny

• Appetite for smaller cars

• Establishment of a charging
station network

Competition

Tesla Model S

Coda Sedan
Nissan Leaf
Fiat 500e
Honda Fit EV

Mitsubishi
smart
electric drive
$25,000

i-MiEV
$31,000

Chevrolet
Spark
$35,000

$389/month

$36,000

$36,000

$38,000

Chevrolet
Volt
$39,900

Ford Focu
EV$40,000

$59,350

Strengths

Weaknesses

Unique design & features
Customization

Internal

Size
Price
Only convertible EV
Ease of driving

Crash tests
Zero emission
Fuel efficient – Cost effective

Younger audience
Dealership network
Negative perception
Limited interior space
No back seat
Not powerful
Battery life /charging

Low insurance & repair

Awareness of charging
infrastructure

Attract younger audience

External

Target market extension to the
cities

Uncertainty of charging stations
expansion

Limited competition

Trend towards eco-friendly
Increasing gas prices

Competitor EV & hybrid dealer
network
Electric ≠ Hybrid

National increase in charging
stations

Electric cars still expensive

Limited space in parking lots

Fuel efficient ICE cars

Opportunities

Threats

Brand Pyramid
Brand Core Values
- User Friendly
- Eco-Friendly
- Convenience
- Safe
- Agile
- Innovative
- Convenient
Brand Personality
- Smiley
- Fun
- Unique
- Responsible
- Easy Going
- Stylish
- Intelligent

Unique
Enjoyable
Eco-Innovation
Express yourself
No worries
Love to drive
Disable drivers guilt
Smile Inducing
Convenient
Easy parking
Safe drive
Roam without hurting environment
Save on running costs

Eco-friendly / 100% electric car
Tridion safety cell
Compact size
High MPG / longevity on charge

Trends
Social Media
Survey

• Facebook
• Twitter
• Instagram

• Questionnaire
• Dealerships

People care for:

Online
• Blogs
• Articles
• eMarketer
• User Comments

…but look for:

Price

ways to entertain themselves

Safety

incorporating technology in daily lives

Size

having a positive impact on the environment

Where are they?
1. Los Angeles
2. San Diego
3. San Francisco
4. Portland
5. Seattle
6. Austin
7. Orlando
8. Miami
9. Phoenix
10.New York City

Who are they?

Interesting

Free Lifestyle

Genius

Stand out
Unique Thinkers Tech Savvy

Trendsetting Ambitious

Innovative Environmentally conscious
Think forward

Visionaries

Out of Box

Un-ignorable No respect for status quo

The Insights
• Easiness of slipping into the masses
• Eventually become one among many

• People are bored of that

• Stand out, express yourself, change the standards

• More than just the need for transportation

• Need for expression, differentiation

•Do it, but do it your way!

Wrong we are Righting

Geek is the new cool!

Idea
plug into your smart

smart is green

green is cool

“Plug in the fun… Geek it out”
cool is smart

geek is fun

fun is smart

smart is geek

plug in your smart

The Execution

1 Year Campaign

Teaser

Contest

Launch Event

Post
Launch

Marathon

2 Weeks

4 Weeks

9 Months
Launch Event: One day

Marathon: One day

Teaser

Teaser

Objectives

2 Weeks

# WHO’S THE NEW GEEK IN TOWN
Strategy

Media

• Create a buzz in 10 biggest
green cities
• Los Angeles
• San Diego
• San Francisco
• Portland
• Seattle
• Austin
• Orlando
• Miami
• Phoenix
• New York City

• Online Banners and Social
Media noise
• Hire Influential Bloggers

• Bloggers
• Facebook Pages and Ads
• Twitter
• Online Banner

Plug & Play Contest

4 Weeks

Register

Receive 1st Clue

Plug

Get to
check
point

Get the
clue

Get to 1st check point 1st
Solve the
riddle

You are the city representative

Search +
Involve
Community

Contest

4 Weeks

# PLUG & PLAY

Contest

Objectives
• Drive Participation
• Engagement
• Create smartED communities in
each state
• Create Buzz Online
• Education about smartED
(fun, tech-y, green)

Media

Strategy
•
•
•
•

Host competition on FB
Register for participation
Designate the city representative
Plug & Play to get clues at
checkpoints
• Receive set of riddles to solve
• search + online engagement
• Riddles about Fun, Tech and Green
• Get access to the next checkpoint
• Send Emails for updates

•
•
•
•
•
•

Facebook page and ads
Twitter
Magazines
SEM
YouTube
Email

Launch Event

Launch Event
Objectives
• Create a buzz around the
smartED
• Announce
• Winner of P & P
• Winning City Marathon
• Big prize of the player :
a smart ED

One Day

THE NEW GEEK IN TOWN
Strategy

Media

• Host a PR Event
• Invite Media
(print & online)
• PR event
• Announce launch of
smartED
• Announce Results of P&P

Marathon

Marathon
Objectives
• Keep the hype during the
campaign
• Give motivation/incentive for
the cities to engage in the
competition

One Day

# GEEK IT OUT
Strategy
• Announce marathon as a
prize at the beginning of the
P&P
• Motivate through social
media

• Convey a green and fun image
• Remind the competition after
couple of months of launch

• Launch a Marathon event in
the winning city

Media

•
•
•
•

Facebook Page
Facebook Ads
Twitter
Bloggers

9 Months

Post Launch

Post Launch
Objectives

THE NEW GEEK IN TOWN
Strategy

Media

• Keep the hype on smartED
• Leverage on image:
• Fun
• Tech-y
• Green
• Answer concerns
• Safety
• Price
• Space

• Continue communicating on
smartED
• Leverage on the database
acquired and send news
• Send invitations to test
drives

•
•
•
•
•
•

Facebook pages and Ads
Twitter
Online Banners
SEM
YouTube
Email

Breakdown of Budget

Partnership
3%
Video Prod Controls
2%
Creative 5%

Media Spend

10%
Marathon
10%

Infrastructure of P&P
Marathon
Media Spend
50%

Creative
Video Prod
Partnership

Infrastructure of P&P
20%

Monitoring Controls

Breakdown of Media Spending
PR Event
7% Bloggers
Email
5%
6%
SEM
12%

FB Ads
20%

Bloggers
FB Ads
Twitter
Online Banners
Print

Youtube
5%

Youtube
Twitter
15%

Print
10%

SEM
Email

PR Event
Online Banners
20%

Monitoring Controls of Media
• Online Buzz
• Google Analytics
Bloggers • FeedBurner

FB Ads

Twitter

• # Registered Participants
• # clicks
• Landing Page hits
• Conversion rate
• # impressions
• CTR

• # Followers
• # ‘s
• Leads

Print

• # Users
Youtube • AdWords conversion tracking

SEM

Email

Online
Banners

•
•
•
•
•

Leads
CTR
Conversions
Display ad mouseover
Display ad interactions

• Circulation
• Reader per copy
• Rate Base

• Google Ad Planner
• learn with Google
• AdRelevance
• Open rate
• CTR
• conversions

• # earned media
• buzz and WOM
PR Event • # of visits to the websites

thank you
ride local. think global

smart electric drive
appendix
• creative brief
• research
o marketing trends
o consumer trends
o online - questionnaires
o dealership
o product
o competition
o social media
• target audience - brainstorming
• media breakdown

Creative Brief
BUSINESS BACKGROUND
What are we trying to do?
Smart USA is launching the new 2013 smart fortwo electric drive model, a fully 100% electric vehicle, in the US market in Q1 2013. The smart
car fortwo ICE (Internal Combustion Engine) model has been in the US market since 2008. The 2013 smart electric drive shares the same bodystyle as the ICE model, however it uses an innovative electric power-train technology. The smart electric drive will be highly customizable with
different choices for exterior colors and interior upholstery. We are developing an integrated marketing campaign to launch the 2013 smart
electric drive.
What’s the opportunity?
The Electric Vehicle (EV) segment is still at an early stage but seeing significant traction. US vehicle shoppers start to consider purchasing EVs
to offset the uncertainty around gasoline price inflation. Combining this with the rise of “green” consumers who are looking at more ways to
be environmentally conscious, there is potential for us to position the smart electric drive as the most fun and affordable EV.
What are the key challenges?
Lack of education among consumers as to how to differentiate EVs, hybrids, plug-in hybrids. Manufacturers are tagging cars as “green” all the
time.
High initial costs (charging stations at home) and low resale value of EV cars.
Electric charging infrastructure is relatively week across the US, especially in cities.
Alter the current perception of the smart fortwo model: not safe, “cute” girl’s car, not enough space.
Small budget compared to our competitors. Let them educate the customers and we will sell our brand.
What does success look like?
Leads: generate leads and genuine purchase interest from urban prospects.
Sales: capture market share in the top cities where EVs are being sold.
Increase brand awareness and appeal among younger audience.
Increase reach and interaction with smart.

Creative Brief
AUDIENCE INSIGHTS
Who are we trying to connect with?
We want to engage young people living in urban areas who do not just look for a vehicle to take them from A to B. They are innovative, unique
thinkers and have the need to stand out from the mass. They have a geeky side to them, are tech savvy and opportunists; always willing to go
against the “known” to discover and craft the “unknown”. They are well educated and conscious about the environment and their impact on it.
They want more than just satisfying their transportation need; they want to have a voice on the streets.. “They want to do it, but they want to
do it their way.”
• Core target is males and females 25-40 years old – in the top 10 cities in the US.
What do they think / feel / say / do now?
They know about the EV category and are excited about the progress of electric cars on the streets. They are not convinced as of yet to pay
more for an EV. They know the Smart Car but they do not consider it trustworthy. Fuel efficiency, driving convenience in the city and
environmental friendliness are factors positively perceived. In essence people are in the “Maybe, but” stage, the need the stimulus to move
with reassurance to the “Yes!” stage.
The Insight:
People have the need to differentiate themselves. We live in a highly demanding world affected by the easiness of slipping into the masses.
The fun element is forgotten and eventually we all become one among many. People are bored of that, they want to stand out, express their
feelings and change the standards – bringing out their “geekiness”. They want to buy the EV smart car not because they need a car, it is beyond
that, they want to buy it in order to make their lives easier, differentiate, express themselves and do the right thing.
What wrong are we righting?
Geeks are the kids we all once used to tease in our school years. Those geeks though are nowadays the CEOs, the innovators and the stock
market’s biggest players. The standards of coolness are shifting; it’s cool to act like a geek. Geek is becoming the new cool! The EV Smart Car
will allow people’s inner “nerd” to stand out and make a statement with style. Proud to be Geek!

Creative Brief

THE COMMUNICATION IDEA
Plug in the fun.. Geek it out
Give yourself a break once in a while. Actually no, ife is too tough; give yourself a break as often as you can. Escape from reality and
misery through driving, engage fun in it and shift this necessary activity into an enjoyable experience you cannot get enough of. You
are an early adopter of the electric vehicle and it satisfies you to be innovative and take a stance using a fun smart car.
Why should they believe this?
The smart EV is the most affordable electric car in the market. It is fun to drive, eco-friendly and has technology perks that improve
the overall driving experience.
MANDATORIES
100% Electric Car
What’s the brand personality and tone?
Fun, unique, responsible, innovative, eco-friendly.

Current Trend of Electric Car
Automobile design has moved away from the old “Lead Sleds”, big, heavy, metal monstrosities that long
dominated the American automobile scene. Technology has been used to create lighter and more
aerodynamic designs. This trend has been a boon to the electric vehicle, as the easiest way to increase its
range is by decreasing its weight and wind resistance.
Even so, range anxiety is still possibly the biggest barrier to the introduction of electric drive automobiles.
This is best addressed by the Extended Range Electric Vehicle, which is essentially an electric vehicle with a
small internal combustion engine driving a recharging system, which recharges the battery (the main power
source) on the fly.
This type of vehicle provides most of the advantage of an all-electric vehicle while allowing the range of
traditional internal combustion engine automobiles. It uses the gas stations on every corner to recharge
electric vehicles. Many new carmakers and several established car manufacturers are pursuing this
approach. In the USA, Ford, GMC and Chrysler all have their fingers in this technology.

Current Trend of Electric Car
Though Toyota must be given credit for getting to the right market at the right time, the Prius is technologically a
stodgy old foot dragger with its dual drive hybrid system. This design features an internal combustion engine car
with an electric motor inserted into the drive train. This means that the vehicle carries the weight of the electric
motor and its massive battery plus a full internal combustion drive train!
Another issue with the dual drive hybrid is system complexity. The fully electric car and its extended range cousin
have significantly fewer parts than the traditional automobile, making them easier and less expensive to maintain.
However, the dual drive hybrid has all the maintenance requirements of an internal combustion engine car, plus
the maintenance of an electric car. In this case, more is not better.
At present, price is another barrier to acceptance of electric cars. Simplicity of design can significantly reduce the
manufacturing costs, and this is also an area of great opportunity. While there are enormous numbers of patents
in the area of electric vehicle design, few of them address innovations that drive down production costs. Just as
Henry Ford’s affordable automobile manufacturing revolutionized the automobile industry, developments that
enable the manufacture of an affordable electric car may also impact the industry in profound and transformative
ways.

Future Trend of Car Industry
Micro Environment:
• Government Influence
Countries like U.S. and China have put it on their national agenda to develop a leading role in electric car technology
Government try to speed market migration toward electric cars through financial incentive such as
subsidies, taxes, investments.
• Gasoline prices rising
More specific threats loom for older used cars in particular. You've probably noticed gasoline prices rising, right?
Well, that trend is likely to continue and even accelerate in future years as the number of cars on the road globally
increases, and gasoline and diesel fuel continue to provide the go-juice for roughly 87% of these vehicles.
Higher prices and limited supplies of oil, however, are going to catalyze an astounding increase in automotive fuel
efficiency. Right now, U.S. cars require more than a gallon of gas, on average, to travel just 30 miles. But BP projects
that by 2030, the average U.S. automobile will travel the same distance on just a half-gallon. Cars sold in
Europe, meanwhile, have already hit that mark, and Chinese autos aren't far behind.
• Competitive Automobile world between companies

Car Industry:
• Rapid improvements in vehicle fuel efficiency using petrol and diesel
Even if we only saw 30% energy saving in 30% of vehicle miles driven in developed nations over the next decade, we
would save at least 9% in motoring energy use (at today’s rate of miles driven a year). That would be the same as cutting
today’s global emissions by more than 1%.
Greening of the world car fleet is happening rapidly. JD Power Consultancy estimates that a third of emission cuts by
2020 will come from improving petrol and diesel engines, and 14% from miles driven in electric vehicles.
If all vehicles in America were hybrids, and half were plug-in hybrids (larger batteries), US imports of oil would fall by 8
million barrels a day or by 80% of daily consumption.


• Less oil consumption and More Batteries Consumption
Batteries are going to be one of the biggest green tech businesses – powering not only phones and other small
devices, but also cars, trucks, buses and just about any large piece of equipment that does not have a permanent
electricity connection. Expect sales of hundreds of billions of dollars. President Obama’s economic stimulus
provided $2.4 billion to fund battery innovation and electric car drive projects.
Car batteries will have another purpose: linked together when charging at people’s homes, to create Virtual Storage
by power companies, to assist their power management at off peak times. This will make it easier for them to plug
in huge numbers of wind and solar generators. Smart grids will allow power to flow in both directions, so that each
battery can become a power source to other people in the neighbourhood for short periods of time. If 200,000
electric cars were plugged into the German national grid, it could make 8 megawatts of power available almost
instantly, giving more flexibility than the nation currently needs.

Electric cars:
• EV-More energy efficient driving trend
Electric cars are only part of the answer to more energy efficient driving. 70% of all EU freight is moved by road, and trucks
use 12% of all oil consumed in the US, but the energy efficiency of most trucks is as low as it was 40 years ago. We will see a
giant leap in efficiency of new trucks – at least 40% in the next decade.
• Lower emissions produced by Electric cars
Electric cars can produce much lower emissions than burning fuel in mobile engines, but it all depends on how the electricity
is generated. Burning petrol or diesel in a small, mobile engine can be inefficient compared to the most efficient coal-fired
power generators. When petrol is used to power a vehicle, only 15-20% of the energy is usually captured to drive the car
forward, compared to 40% in making electricity in an efficient coal power station.
It is true that a small amount of power is lost between power station and battery, and 20% of electricity put into the car is
lost in heat (batteries and other components). But even when we include these things, we can see that “coal-powered”
electric cars are likely to be better users of fossil fuels than diesel or petrol vehicles.
Where wind, solar, waves, tide or nuclear power is used to charge batteries, electric cars have zero emissions. Either way, air
quality improves dramatically in cities as the use of electric vehicles increases. Owners can also save a huge amount of
vehicle tax on petrol or diesel since taxation is far lower on electricity. It typically costs only 1-2 cents a mile in electricity.

• Prices will remain high for electric vehicles
Pike Research notes that even though the Chevrolet Volt will have a pricetag that is $1,000 less in 2012, its stripped-down
feature set will turn off many potential electric vehicle buyers. In fact, prices for the Nissan Leaf will be higher for 2012
than they were for 2011. The research firm believes that $23,750 is the optimal price range to inspire more mainstream
adoption, but most of the models that consumers will consider in 2012 will all be priced at more than $30,000. That
includes the Toyota Prius, the Ford Focus EV, and the Honda Fit BEV. Even though an anticipated glut of electric vehicle
batteries will affect the market in 2012, most of the batteries for the 2012 models were ordered before increased
production helped bring down prices. So, battery availability won't help with pricing until 2013 or 2014 model years, Pike
Research predicts.
• Safety issues will get closer scrutiny
TheNHTSA's declaration in November that it would look more closely into battery safety related to post-crash fires in the
Chevrolet Volt had electric vehicle critics clamoring, "I told you so." Let's be clear, the NHTSA is just doing its job AND it
has publicly stated: "NHTSA is not aware of any roadway crashes that have resulted in battery-related fires in Chevy Volts
or other vehicles powered by lithium-ion batteries. However, the agency is concerned that damage to the Volt's batteries
as part of three tests that are explicitly designed to replicate real-world crash scenarios have resulted in fire."


• Establishment of a charging station network
Gas stations are ideally placed to support electric vehicle “refueling” and are already on the grid. This simplifies
the establishment of a charging station network. Gas stations require only upgrades to their power lines, and the
installation of some “electricity pumps”. Patenting and development of the electric car charging station has been
somewhat neglected until recently. Now the introduction of plug-in electric vehicles is driving greater activity in
this area, such as GE’s recent activity,"Systems and methods for charging a battery"). Still, there remains
significant white space in this area.

Technology:
• More businesses will install chargers
A number of companies, including one of the nation's biggest parking-lot operators, announced plans to
invest in technologies. This is a trend that is likely to continue over the next 12 months, provided vehicle sales
don't lag too much. The more likely it is for a person to juice up their car running errands or if they are
traveling to a city for the day, the better the chances for adoption. More businesses will install chargers. A
number of high-profile companies (Adobe, GM, SAP, Google) have started installing chargers in office parking
lots and this trend will continue in 2012. Consider it to be one of the latest employee perk fads.
• Wireless charging technologies will get wider testing
I literally just heard from Evatran, the maker of the Plugless Power wireless charging technology. It has just
starting offering incentives to drivers of Nissan Leaf and Chevrolet Volt that want to test out its technology.
The first 500 drivers that get involved will be eligible for up to six months of free electricity for charging their
vehicle. Sounds like Sears will help get the installations up and running.
• Models will emerge for vehicle-to-grid electricity distribution
In scenarios where a house loses power, electric vehicles could play a role as back-up generators. Pike
Research predicts that applications will continue to emerge that hook electric vehicles and their charging
infrastructures more tightly into the home.

• Development of fast charge technology
Some observers worry about the recharging time required for the battery. Taking hours to recharge would restrict the
usefulness of the vehicle for long trips. However, fast charge technology is already a high priority for electric car
development. Several battery makers such as Altairnano have developed electric vehicle batteries that recharge in ten
minutes with specialized equipment. Altairnano had a flurry of battery design filings in recent years, including, most
notably, “Lithium Ion Batteries” which states in its abstract that the invention “is directed to lithium ion batteries that
provide for rapid recharge, longer battery life and inherently safe operation.” Toshiba also has recent IP in this area.
The introduction of electric vehicles into our present dealership network would require little change. Some added effort
is needed to train technicians to service the electric drive systems. There will also be a need for diagnostic tools for the
new class of vehicle.
These areas of development remain relatively wide open, awaiting the indication of a viable electric car design that
would be widely used. The corollary equipment for recharging, test and repair will follow designs and technology that
show the signs of popular adoption by the industry.

Consumer:
• Car ownership will rise three times as fast -- up 60% over the next 20 years
• Buyers will have far more choices in 2012
Pike Research predicts that unit sales of plug-in electric vehicles will reach 257,000 units globally next year. The
pioneering technologies found in the Chevrolet Volt and Nissan Leaf will be joined by models
from BMW, Ford, Honda, Toyota and Volvo, as well as the newcomers Coda and Fisker. North America will account for
about 66,000 of those unit sales, slightly more than for all of Europe but about half of what is predicted for the
Asia/Pacific region.

Electric vehicle realities vs consumer
expectations
Figure 1: Global consumer segmentation for Evs
(November 2010 - May 2011)

Potential first movers: generally well-educated, with a higher-than-average number holding post-secondary degrees. They claim to
know much more about EVs than the might be willing consumers. They tend to live in urban areas.They are marginally more likely to be
male than female and represent the middle or upper class. They tend to see themselves as environmentally conscious, tech
savvy, trendsetting, and politically active. They claim to be more knowledgeable of EVs and attribute a number of positive characteristics
to EVs: “coolness,” convenience, safety, stylishness, and good value. On this latter point, potential first movers are also sensitive to
government incentives, fuel efficiency, and the cost to charge a battery. The appeal of electric vehicles to those who indicated an interest
is the perception that these vehicles are cleaner, more environmentally friendly, and more efficient than traditional internal combustiondriven vehicles. Despite their apparent eagerness to buy an electric vehicle, however, the final decision to purchase or not will be
influenced by a number of factors, including how well current and future vehicles meet their needs.

expectations
Figure 2: Consumers want mid-size sedan EVs
Survey question: If you were considering buying or leasing an electric vehicle, which type of vehicle would you be most
interested in?

For US: 1st Perference is Mid-size sedan; 2nd Preference is SUV/Crossover; 3rd Prefernce is Small sedan

expectations
Figure 3: Range expectations exceed typical driving distance
Survey question: What is the minimum range that an electric vehicle would need before you would consider buying or leasing
it?On average, approximately how many miles/kilometers do you drive each day during the week (Monday through Friday)?

Despite the relatively high willingness of consumers to consider an EV, many seem not willing to compromise in key criteria, such as range. While on average 80
percent of drivers surveyed typically drive less than 80 kilometers per day, consumers expect EVs to travel considerably farther. The U.S. and France seemed to have
the highest sensitivity toward range, with only 63 percent and 67 percent, respectively, satisfied with a range of 480 kilometers.
The expectation in U.S.77% satisfied with a range of 640 km63% satisfied with a range of 480 km44% satisfied with a range of 320 km20% satisfied with a range of 160 km3% satisfied with a range of 80 km

Reality:
Current technology permits most electric vehicles to cover an average of only 160 kilometers between charges. The main limiting factor for range is
energy density. Looking at automobiles already introduced and announced product introductions around the world through 2013, for most
manufacturers, the driving range of their pure EVs still falls short of consumer expectations (see Figure 5). In fact, there is little or no increase in
range beyond 160 kilometers over this time horizon based on announced vehicle introductions from most manufacturers.

expectations
Figure 4: Majority of consumers expect electric vehicles to recharge in two hours or less
Survey question: Considering your expected vehicle use, what is the longest time to fully recharge the battery that you would
consider acceptable when buying or leasing an electric vehicle?

expectations
The expectation:
Most of the consumers surveyed expected an electric vehicle to
recharge its battery in two hours or less. In all countries, only a small
majority viewed eight hours—the actual and longest time it can take to
recharge the typical electric vehicle battery in vehicles today using a
level 2 charger— as acceptable.

Reality:
Electric vehicle chargers are classified by the
level of power they can provide to the battery
pack. For example, level 1 being the lowest
level of power and level 3 chargers supplying
the highest level. With level 1 and 2
chargers, anywhere from three to 20 hours are
required which means that the traditional
model of periodic roadside filling stations will
be challenging thereby leaving the charging
limited to the home and possibly the
workplace.
Solution 1: Building and installing a recharging
infrastructure: Level 2 chargers are preferred as they
optimize charge time and cost for use at home or at an
external facility. Consumers would not only have to plug in
their vehicles overnight, but also be able to recharge in public
spaces such as parking lots at grocery stores or office
buildings. Each of these infrastructure improvements brings its
own issues. Expense—and who pays—is certainly primary
among them. The technology would likely have to be
standardized so that an electric vehicle can recharge at any
dock, not just those specific to its make.

Solution 2: Convenient battery swapping stations: where drivers could exchange a dead (or dying) battery for a freshly charged battery in less than two minutes without getting out of the car. This could
reduce the cost of the battery and eliminate the concern over charge times. But it would add to the cost of infrastructure to build the stations and would likely cause significant challenges for electric vehicle
automotive manufacturers. Wireless inductive charging is another possibility, and three models are in development: electro-magnetic induction, magnetic resonance, and microwave.

expectations
Figure 5: Consumers are not willing to pay a price premium
Survey question: How much more would you be willing to pay for an electric vehicle compared to a similar
vehicle with a gasoline engine?

expectations
Figure 6: Consumers expect to pay less than
$30,000 for an EV
Survey question: If you were considering buying or
leasing an electric vehicle, in which of the
following price ranges would you be shopping?

expectations
Figure 7: Consumers are wary of fuel
prices
Survey question: At what price for gasoline would you
be much MORE likely to consider buying or leasing an
electric vehicle (EV)?

expectations

Consumers in all regions surveyed indicated that their
interest in EVs would be stimulated by higher
gas/petrol prices. If, for example, the price of a gallon
of gas in the United States rose to US$5.00
(representing a hike of about 37 percent from the
average price in the United States), the percentage of
respondents who indicated they would be interested in
EVs rises to 78 percent.

The exception in U.S.
One of these countries of exception may be the U.S.
Notwithstanding Brazil, Turkey, and India, it appears
that the U.S. market is closest to having oil/gasoline
prices hit a level where consumers are much more
likely to consider adopting EVs. A close eye should be
kept on the U.S. market for this reason as well as their
higher tolerance to high purchase prices for EVs

Modest increase in fuel pump prices will
be tipping point toward EV adoption:
With rising fuel prices, consumers are
likely to become more interested in EVs.

expectations
Figure 8: Fuel efficiency trumps Evs

Survey question: If vehicles with gasoline engines of
the size, performance, and other features you prefer
were able to achieve the following fuel efficiency, at
what point would it make you much LESS likely to
consider buying or leasing an electric vehicle?

Fuel efficiency of 50 mpg in large automotive markets, like
China (57 percent) and the U.S. (68 percent), results in over
half of the population surveyed becoming much less likely to
consider an EV. Consumers will be less likely to consider
purchasing an electric vehicle as the fuel efficiency of ICEs
improves. As a result automotive manufacturers will need to
carefully plan their investments to maximize sales of fuel
efficient technologies consumers are willing to purchase.

online research questionnaires

Online research - Questionnaire
• We conducted an online survey to collect information about the smart
brand and how consumers feel about the existing smart fortwo.

• The following slides includes the most relevant information that we used
to make our analysis and recommendations.

Research – Demographics
Age

Gender
0%

Below 20

Female
52%

Male
48%

21-30

31-40

41-50

Above 51

10%

20%

30%

40%

50%

60%

70%

Important Criteria in Car Decision
Buying an Electric Vehicle?

Buying a Car?
60%
Important
50%
40%
30%
20%

Most Important

60%
50%
40%
30%
20%

10%
10%
0%
0%

Important

Most Important

Awareness & Interest in smart car
Aware of the smart car?

Would Buy a smart car?
Don't
Know
smart
21%

No
21%

Yes
79%

No
23%

Yes
56%

Why Buy or Not Buy a smart car?
Buy smart vs Not Buy

Buy

80%
70%
60%
50%
40%
30%
20%
10%
0%
Appearance

Price

Environmentally
Friendly

Customization

Fuel Economy

Safety

Fun Driving
Performance

Size

Not Buy

Buy the smart electric drive?
Buy a Fully Electric smart car?

Yes
35%

Maybe
39%

No
26%

Dealership Research
• We wanted to gather first-hand research about the existing smart car and
the state of Electric Vehicles sales by visiting the following dealerships
around New York city:
• smart car
• Mitsubishi i-MiEV
• Chevrolet Volt

• Nissan Leaf (declined to allow us to gather information)

Dealership Research (smart car)
• Who buys a Smart Car?
• first time car buyers
• Students buy it for payment structure of
$99/month
• Even people who own $100,000 Mercedes
cars
• unique thinkers
• not concerned by what other people are
thinking about them or their car
• They care about fine details
• quirky in their own right
• really excited about the car
• super excited about the mileage that you
get 38 MPG
• city is 30MPG
• really noticeable at the pump

• Why Do People Buy a Smart Car?
•
•
•
•
•
•

Convenience
Cheaper insurance
Gas savings
Fast
Easy to park
American market is really making a shift
from larger to smaller cars.
• Icon parking garage for a monthly
parking spot which is 3-4 time less than
a regular car pays. Also half off for
daily/hourly rates
• They drive more expensive vehicles

• Why Do People Don’t buy a Smart Car?
• Safety, their mind is made up before they come in:
its small, it’s not safe
• Space interior – come in looking for a 4 seater –
unrealistic expectations
• Wanting everything out of the car – unrealistic
expectations
• The entry level car $14,000 is very
basic/minimalistic (roll windows, etc..)– unrealistic
expectations

• Is it their first car? Second car? Or 3 +?
• Some people buy it for first time, mostly from
attractiveness of finance/payment scheme
• Usually though it’s a second car (or more)

• Do they care about customization?
• Characteristic of Smart Cars they want to
make it stand out and make it their own.
• They can fully customize their cars
• They are not always aware of
customizations, but when sales people tell
them about customization, they tend to like
it and do their own shit
• they come in because they are drawn to the
car but not aware of all the options they
could do with it

• Suggested that there will be little or no
customization for the Electric Smart Car

• Average Sales per month of Smart Cars
• 20 for the past, because of the financing
program ($99/month) and ease of parking
(icon)

• What’s your opinion/perception about the
Electric Vehicle Smart Car?
• Very excited about it
• Will be the least expensive of the competition
•
•
•
•

87 miles on the full charge
4 hours in city conditions
full charge for 8 hours in regular
220V down to 4 hours with $2500

• EV could be better used in the suburbs with the
current setup in the cities – no chargers
available at gas stations or around the city.
• EV, would be a second or 3rd vehicle
• Owners of electric cars love to highlight that its
an electric car and that it is unique and special
• Once people start using the electric cars, the
more people will drive it the more charging
stations will be available.

• Do you think electric cars are worth
paying extra for (environement etc)?
•
•
•
•

Already have huge customer inquiries on it
Huge database already
Excitement
Least expensive car of its kind

• Would you buy it?
• Yes I already drive a gas smart car
• Pulling up at lights and people look at it
• Education about the brand and its benefits

Dealership Research (Chevrolet)
• Who buys an Electric Car?
• Not specific – no really clear demographics
• Wealthy commuters

• Why Do People Buy an Electric Car?
• Ecological view
• Savings on gas/gas efficiency
• High occupancy lane with 1 person
• You don’t have to sell this car, they come here
for it

• Why Don’t People buy an Electric Car?
• Usually people that come into the dealership
have already set up their mind that they want
to buy the Volt.

• Is it their first car? Second car? Or 3 +?
• Second car or more

• What do they care most about?
• Technology in the Volt is fantastic. Even
when compared to a normal gasoline car

• Average Sales per month of Electric
Cars
• They are currently sold out
• 1 a month – its quite unusual to sell it in
the city
• North California (silicon valley, technology
savy community) – a dealership sells
around 68 Volts in 1 month (also due to the
fact that you can use the fast lane)

Dealership Research (Chevrolet)
• Who do you consider is your
competition?
• Prius
• Leaf

• What’s your opinion/perception
about the Electric Cars?
• Technology is finally at a point where its
drivable
• Very convenient

• Would you buy an Electric Car?
• He would definitely buy it

• What do you think of the new
Electric Smart Car?
• Not heard of it.

Dealership Research (Mitsubishi)
• Who Do you consider is your competition?

• Would you buy an Electric Car?

• Leaf

• Not at this present time

• He doesn’t know who else is the competition

• They’re like golf carts

• Volt (we told him about the Volt)

• If you have a car and you live in the suburbs it could
be a second car. So maybe as a second car yes.

• What’s your opinion/perception about the Electric
Cars?
• It’s a great concept

• Its too pricey at this time – because of the battery
• Downside of electric is the last of the charge, the distance
you can travel

• Do you think electric cars are worth paying extra
for (environement etc)?
• Its too early for electric

• There are too many gasoline cars
• Gasoline companies are making too much money and
they will not allow the growth of electric cars

• He has no motivation to sell the Electric Car

• What do you think of the new Electric Smart
Car
• I don’t know anything about it.

Dealership Research (Mitsubishi)
• Who buys an Electric Car?
• No one buys the Electric Car

• Why Do People Buy an Electric Car?
• They don’t because Mitsubishi doesn’t
advertise it.
• There is also no incentive for sales people
to sell the electric cars.

• Why Don’t People buy an Electric Car?
• Factory doesn’t back the sale of Mitsubishi
• Its for suburban areas
• Because they don’t have anywhere to
charge it in Urban areas.
• Its too expensive

• Is it their first car? Second car? Or 3
+?
• In suburbs it could be their 2nd or 3rd
car

• What do they care most about?
• They don’t buy it
• We’ve been asking the factory to take
the Electric Cars back!!! They’ve been
there for a long time and no one is
interested.

• Average Sales per month of Electric
Cars
• 0

Dealership Research – Summary of Findings
• smart car
• very enthusiastic about current smart
car ICE model – selling well in the city
• Students, middle-aged, older
generation, all unique thinkers
• Safety is always a challenge
• Parking incentive is great
• Big interest/leads in electric drive car
• Issue is that no chargers available at gas
stations or around the city

• Chevrolet Volt
• Sales people very excited about it
• Out of stock – 1 per month is good
sales in New York
• California – 69 per month at 1
dealership
• Great technology inside the car

• Mitsubishi i-MiEV
• No sales in New York
• Sales people not excited about it
• No advertising from Mitsubishi
makes it impossible to sell

smart ED - Advantages
• Attractive price (vs. competition)

•Sophisticated batteries

Not much more expensive than the non

•Dedicated Smartphone app

ED

(remote, monitor functions)

• First electric car “coupe”
• Quieter than the regular smart
• The least costly credit

•For local errangs
•Efficiency
•Big enough for 2
•Cute / handy

• Distributors: local smart dealers

•Delivers power smoothly

• Zero emission

•Faster than the regular smart

• New motor to drive rear wheels

•Quiet

smart ED - Inconveniences
• High entry costs
• Threat of Fires
• Looking for charging stations
• Charging stations not widely spread
• Too simple interior designs
• Installation costs of chargers
• Car feels fast but it is still slow
• Doesn’t hold well
• Brake and acceleration paddles are oddly positioned
• Can be unstable

SWOT - Internal
Strengths
• Unique design & features
• Customization – No two smart cars are the same, you
can customize the car in any way you want
• Size
• Half prize in the parking lots
• Ease of driving - fun
• Similar performance with the sedans in the crash tests
• No pollution as it is electric driven
• Fuel efficient – Cost effective
• Rated as one of the cheapest cars to insure and repair
• Cheapest electric car
• Spacious for two

Weaknesses
• Not very popular with the younger generation
• Not very extensive dealer network i.e. not available
nationally like normal passenger cars
• Consumer’s overall negative perception about the car
• More expensive than competition
• Not many locations to charge it – Lack of infrastructure
• Limited interior space
• No back seat
• Not powerful
• Battery life – waste of time to fully charge it
• External

SWOT - External
Opportunities
• Reaching newer markets which are not yet
explored
• Branding to be made more youth oriented
which will lead to more sales
• Limited competition
• People are becoming more and more eco
friendly
• People look for ways to express themselves –
customization
• Gas price will increase
• Charging stations are increasing nationally
• The number of cars in increasing - limited
space in parking lots.

Threats
• Competitor electric & hybrid vehicles have very well
established dealer & supply chain networks
• We cannot be sure when the chargers will become
highly available
• People are unaware of the difference between an
electric and a hybrid car
• (Prius is considered an electric car – WTF is wrong
with people)
• Price of electric cars is and will be high
• More and more fuel efficient cars

Industry & Competition (Pike Research Study)
•

Pike Research forecasts that California, New York, Florida, and
Texas will lead the way in PEV sales. By 2020, Hawaii is
expected to have the highest penetration rate of PEVs as a
percentage of all light duty vehicle sales.

•

Among metropolitan areas, New York City, Los Angeles, and
San Francisco are anticipated to have the largest sales of PEVs
through the decade. In Canada, the provinces of
Ontario, Quebec, and British Columbia, which account for 75%
of the Canadian population, will represent 97% of Canadian
PEV sales by 2020. Toronto and Montreal will lead Canadian
PEV sales.

•

California car buyers will account for 25% of plug-in and pure
electric vehicles (EVs) sold in the US for the rest of decade, says
Pike Research.

•

That's because the state is home to four of the top 10
metropolitan areas supportive of EVs: Los Angeles/Long Beach;
San Francisco Bay Area; San Jose/Santa Clara; and Sacramento.

Competition Financials
Nissan LEAF
• Zero-emission leadership World’s most successful EV
• Global EV retail sales: Competitors 39%, Nissan LEAF
61% (23k units)
•
•

•
•
•

• Nissan is committed to leadership in the field of zeroemission mobility. Toward this goal, we have engaged
in a wide range of activities over the years. Nissan
Cumulative sales of Nissan LEAF: 30 k units (As of May
LEAF, the world’s first mass-produced 100% electric
2012)
vehicle (EV), has already received numerous awards in
FY11 sales performance :
Japan and around the world. Today its technologies
North America:
and the philosophy behind it are recognized by many
of our customers, and the car is a force propelling the
TIV: 13.19 million units, +8.9%
Nissan brand value.
Sales: 1,080 k units, +11.8%

• Market share: 8.2%, +0.2 points
• thanks to Altima, Rogue and Versa
• Nissan LEAF sales: 11 k units

Nissan Leaf history:
• 2009: Displayed at Tokyo Motor Show
• 2010: First Nissan LEAF comes off line at Oppama Plant
• 2011: Nissan LEAF; Sales start in Europe
• New quick charger unit goes on sale
• 2012: LEAF to Home system for powering residences announced
• Awards won: 2010 Good Design Gold Award (for Holistic approach to promote zero emission
• Vehicle [Nissan LEAF] and zero emission mobility)
• 2011 European Car of the Year
• 2011 World Car of the Year
• 2012 RJC Car of the Year
• Car of the Year Japan 2011–2012
• During fiscal 2011, the Nissan LEAF passed the sales milestone to make it the world’s most
successful electric vehicle. In total, 23,000 units sold.

Chevy Volt
• According to publicly available data, GM sold 326 Volts in the U.S. in
December 2010, 7,671 in 2011, and 16,348 through September 2012. The
surge in 2012 is a bit misleading since 35% of the year-to-date sales came in
August and September, concurrent with those margin-destroying incentives.

Share of EV in US 2011 – Edmunds.com
• Constraints on Leaf and Volt availability in 2011
support the theory that sluggish sales growth in
the EV/PHEV segment stemmed from an issue with
supply. Pre-orders made in 2010 claimed the Leafs
produced in 2011, leaving only unclaimed preorders for consumers who decided to purchase a
Leaf during the year. Leaf availability was further
limited by Nissan's decision to initially offer Leafs
in only select states — still just 30 states by the
end of 2011. While Chevrolet did not offer a preorder program for the Volt, its availability was
limited by the roll-out of the Volt in regional
"waves," with nationwide availability beginning
only in early Fall 2011. Volt sales increased as the
roll-out progressed. Volt sales also rose when
General Motors released in October 2011 some
2,300 Volts that dealers had been required to keep
on display. Both companies have announced
higher production for 2012, opening the door for
potential growth in EV/PHEV sales if unmet
demand does exist.

EV Car sales in U.S. (csmonitor.com)
• Nissan sold just 984 Leafs in the U.S. in
September, for a total of 5,212 so far in 2012
vs. 9,674 in all of 2011. But Chevrolet sold
2,851 Volts in September for 16,348 so far
this year, up from 7,671 in all of 2011.

• Chevy Volt - This month's[November]
total may not quite equal last month's
plug-in sales of 6,784. The big
unknown, however, is deliveries of the
Tesla Model S--which Tesla won't discuss.

• [November] Sales of the Nissan Leaf batteryelectric car rose to 1,539, almost matching
last month's total of 1,579, and more than
double its November sales of 672 a year ago.
November marks only the second time this
year that more than 1,000 Leafs have found
buyers.

• With just a month left in the year, up to
50,000 electric cars are likely to find
buyers during 2012--almost triple the
2011 total of about 17,500.

• That still leaves the Leaf in third
place, however, with 8,330 sales so far this
year. If the December sales keep pace, it will
at least ensure that more Leafs are sold this
year than last year's 9,674.

• This year's sales leader, the Chevy Volt
range-extended electric car, logged 1,519
sales.
• That brings the Volt's total so far this year
to 20,828, though the November number
is barely more than half the October total
of 2,961--a number helped bynowexpired sales incentives.

Nissan Leat & Chevy Volt sales (goodcarbadcar.net)

January
February
March
April
May
June
July
August
Septembe
r
October
November
December

Total

Nissan LEAF
Nissan LEAF
Nissan LEAF
U.S. Sales 2010 U.S. Sales 2011 U.S. Sales 2012
----87
676
----67
478
----298
579
----573
370
----1142
510
----1708
535
----931
395
----1362
685
------------19

1031
849
672
954

984
1579
1539

19

9674

8330

Chevrolet Volt Chevrolet Volt Chevrolet Volt
U.S. Sales 2010 U.S. Sales 2011 U.S. Sales 2012
January
----321
603
February
----281
1023
March
----608
2289
April
----493
1462
May
----481
1680
June
----561
1760
July
----125
1849
August
----302
2831
Septembe
r
----723
2851
October
----1108
2961
Novembe
r
----1139
1519
December
326
1529

Total

326

7671

20828

smart car sales (goodcarbadcar.net)
Estimation for smart electric drive

Current smart fortwo sales

Month
January
February
March
April
May
June
July
August
September
October
November
December

Total

U.S.
smart fortwo
Sales
2010
278
442
677
680
695
577
560
448
422
367
211
570

U.S.
smart fortwo
Sales
2011
358
484
425
467
492
470
327
405
469
327
414
710

U.S.
smart fortwo
Sales
2012
496
769
999
764
703
1017
780
753
1030
998
704

5927

5348

9013

• Based on this information and the
sales of the Nissan Leaf and the
Chevy Volt we can estimate that the
smart Electric Drive can reach sales
of 5,000 (10% of the expected 2012
EV market). Smart ED is considered
a strong challenger in the EV
market.
• And the fact that the smart brand
has increased sales over the past
year then this estimate is realistic.

Nissan Leaf (December, 2010)
Product:
Pure Electric
T.A: Niche
Sales: -69% Jun12 vs. Jun11
Range: 138 Miles, 99 MPG combined
Seats: 5 Passengers
Sales: 18.023 units sold in the US through Nov12 – top-selling Plug-in Electric car in the US
Plan to launch other models
Promotion
Focus on Environmental
Message: Do not compromise
Price:
SV: starts at $27.700 and SL: starts at $29,750
Lease: $ 379/month – $2.500 due at signing
Place:
North America, Japan, Europe, Australia

Chevrolet Volt (December, 2010)
Product:
Plug in Hybrid
Plans to launch Pure Electric
T.A: Mainstream Buyers
Sales: 28.825 in the US through Nov 2012
x3 H1 2012 vs. 2011
Promotion
Focus on Activism
Message: Convenience

Price:
$ 39.995
Place:
Europe, China, North America, Japan

Mitsubishi iMiEV (December, 2011)
Product:
Sports
Range: 82 MPS, 75 Miles
Power: 47 KW motor and 16 KWH battery
Seats: 4 Passengers
Sales: 34 units by March 12
Promotion
Focus on Fuel Economy
Message: Affordability
Price:
MSRP: $ 29.125
Place:
Japan, US

Fiat 500
Product:
Production version unveiled in LA Auto Show
Retro heritage
Expected launch: 2013

Promotion
Focus on Attractiveness
Price:
Approx $32.500
Place:
NA

Toyota Scion iq EV
Product:
Compact city car
Seats: 3 adults (+1 child)
Compared to the smart

Promotion
Tech & Specs
Direct attack to smart “ready to outsmart”

Price:
Approx $17.000
Place:
West Cost, Canada

Analysis of Research - Smart Electric Drive
•

Primary concerns:

Positive comments:

•

- size

- easy and fun to drive

•

- not at all confident that the car is secure (in case of an accident)

- seen as an urban vehicle of joy

•

- too fragile

- a smart choice for the modern man

•

- image issues (fear they will be laughed at when seen driving a smart car)

•

Terrible news. My wife was hit by a Smart car. Now she has to pay for a new one.

•

yeah smart cars, like to see one go on a head on collision with a mack-truck n id like to see who's smart then.

•

So, the more I look at them, the more I'm ready to trade in my explorer for a Smart ForTwo car, sure, if I get hit in it, I die, and
it'll suck in the snow, and its tiny, but 40+ mpg?

•

I just saw the largest couple get into a smart car poor car i laughed so hard.

•

No, I will not slow down for a smart car. If it fits in the bed of my truck, it don't belong on the road.

Analysis of Research – electric car market
Primary concerns:
• - poor design
• - driving experience & overall feeling =>
inappropriate
• - small size

• Drove a Mitsubishi i-MiEV today. No wonder
people feel so negatively about electric
cars.
• The Mitsubishi i-MiEV runs on electricity.
That means the engine is quieter, which
means the people laughing at your car will
sound louder

• - reluctant to drive one

• some ugly cars....

• - image issues (laugh at if seen driving electric
cars)

• Nissan leaf is the worst looking car ever

- don’t trust the numbers -> consider the diesel
engines a way better option

• Diesel POWER rules ,, electric cars can suck
it..

Positive comments:
- fun to drive
- incredible money savers (monthly gas expenditures)

• The Nissan leaf looks disgusting

• Just test drove Nissan Leaf (electrical car)
and it was AWESOME!!!!!
• This is the last thing I'd spend money on!

target audience –
brainstorming

Target Audience - Demographics

Age 20-35
Adult

Live in
Urban Areas

Income
Range: $30k+

Well
Educated

SMART
BUYER

Professionals

Audience Profiling
Sarah
No kids

Consumers
media:
mostly
digital

Always
connected
on her
smartphone

Multi tasking

30 y.o

Well
educated

Recycles

Always
following
new trends

Active
person

She’s a
blogger

Sociable

Income
80.000 USD

Newly
married
Works for
NGO
Healthy
lifestyle

Lives in the
city
(Chicago)

Self
confident

Audience Profiling
Seth
•24 years old
•Recent graduate / Young professional
•Lives in the city (San Francisco)
•Works for a tech start up
•Income 45.000 USD (but projected to grow)
•Geeky
•Ambitious
•Tech savvy
•Curious about things around him
•Hangs out with his friends
•Listen to indie rock music
•He wants to get the most out of everything

Bloggers

Objectives
• Engagement

• Increase Awareness
• Increase reach

Strategy

Reason

• Hire 10 influential
bloggers to create
buzz for the
competition

• Influential to engage
relevant target

• Maintain contact
with followers about
smartED

• PR implication

• Motivate around
marathon “Prize”
(incentive)

• Buzz worth

• Support consumer
behavior

Flighting
• Blinking Strategy
• During Teaser
• During Competition
• 1st Week post launch
• During marathon

Facebook Page and Ads (Pre & Post Launch)

Objectives
• Awareness
• Participation
• Engagement
(Everyone)
• Direct Response
• Increase traffic to:
• Pre: Competition
FB page
•
Registration
• Post: SmartED
website
• Increase leads

Strategy
• Pre Launch:
• Interact with the
community on FB
around the
competition
• Direct to the
competition FB page
• Leverage on
marathon incentive
• Post Launch:
• Direct to the smartED
page
• Interactive with target
• Hype on marathon.

Reason

Flighting

• Reach & Engage
relevant target

• Pre-launch:
• Pulsing Strategy

• Interactivity

• Post-Launch:

• Efficient feedback
• Entertainment

Twitter
Objectives
• Awareness

Strategy

Reason
• Engage with
relevant target

• Collect Feedback

• Direct to FB page

• Inform about:
• Process of
competition
• Brand news

• Efficient feedback

• Push engagement
on the FB page

• Instant contact

• Interactivity

• Increase traffic

• Reach
• Frequency

Flighting

Online Banners (Pre & Post Launch)

Objectives
•Brand Awareness
•Direct traffic to
•Pre: FB page
•Post: SmartED website
•Increase conversion and
CR (registration)
•Increase Leads
•Inform and educate about
smartED

Strategy
• Presence on relevant
websites
• Contact with target
audience through
displays that are:
• Fun
• Geek
• Green

Reason
• Efficiency
• Reach
• Awareness
• Brand image
• Engagement
• Pinpoint targeting

Flighting

Print: Magazines

Objectives

Reason

• Educate relevant target on
smartED
• Safety
• Price
• Space
• Features
• Customization

• Selective targeting

• Frequency

• Detailed information

• Direct traffic to smartED
webpage

• Reader involvement
• Opportunity for repeat exposure
• Frequency

Flighting

Magazines - Strategy
Presence on 3 magazines categories:
Geek/Tech Magazines

MacWorld magazine

Wired Magazine

Geek magazine

Auto magazines

Automobile Magazine

Car and Driver

Fast Company Magazine
(Targeting Young entrepreneurs)

Environmental Magazines

The environment Magazine

YouTube

Objectives

Strategy

Reason

Flighting

• Engagement
• Show smartED in action
• Convey Image:
Green, Tech-y, Fun
• Go Viral

• Create different types of
video:
• Fun
• Green
• Tech-y

• Reach

• Tackle safety, space, price
issue

• Buzz worth

• Same ending, different
stories
• Upload videos to website
& FB

• Engaging
• Word of Mouth

• Entertainment

SEM

Objectives
• Presence where
relevant
• Generate qualified
clicks to leads

Strategy
•Google Search Engine
•For P&P Competition
•For Campaign
•Google Ad Planner

Reason

Flighting

• Precise
• Efficient
• Convenient

• Increase CTR

• Relevant

• Direct traffic to
website and FB page

• Pinpoint

• Recency Strategy

PR Event (the launch)
Objectives

Strategy

Reason
• Attractive to media

• Awareness about:
• Launch of smartED
• Competition
• New image of smart
fun, techy, green
• Direct Response:
• Leads online
• Traffic to smartED
website
• Buzz in green cities
• Increase earned
media

• Host big event
• green, techy and fun

• Creates a buzz

• Invite Media

• Detailed information

• Announce
• Launch of smartED
• big winner
• Marathon host

• Engagement
• Entertainment

Flighting
• One day event

Emails

Objectives
• Brand awareness
• Frequent contact with
acquired prospects
• Increase responses
• Increase leads
• Increase CTR

Strategy
• Database from
registration

Reason
• Pinpoint Targeting
• Engagement

• Purchase
Relevant List
• Inform about
smartED
• Notifications of
process of
competition

• Reach
• Frequency
• Personalized

Flighting
• Recency Strategy

Flighting
Teasing

w1

Competition and Launch Event

w2

w3

w4

w5

Post-Launch

w6

w7

w8

M3

Marathon

M4

M5

M6

M7

Post Launch Continued

M8

M9

Bloggers
FB Ads
Twitter

Online
Banners

Print
Youtube
SEM
Email
PR Event

Heavy

Medium

Light

M10

M11

M12

Monitoring controls of Media
• Online Buzz
• Google Analytics
Bloggers • FeedBurner

FB Ads

Twitter

Online
Banners

• # Registered Participants
• # clicks
• Landing Page hits
• Conversion rate
• # impressions
• CTR

• # Followers
• # ‘s
• Leads
•
•
•
•
•

Leads
CTR
Conversions
Display ad mouseover
Display ad interactions

Print

• Circulation
• Reader per copy
• Rate Base

• # Users
Youtube • AdWords conversion tracking

SEM

Email

• Google Ad Planner
• learn with Google
• AdRelevance
• Open rate
• CTR
• conversions

• # earned media
• buzz and WOM
PR Event • # of visits to the websites

Digital-SEM
Keyword Cost
Key Words
Mercedes Smart
Smart Car
Smart Electric Drive
Small cars
Electric Drive
Green Car
Electric Drive
Electric Drives
Mitsubishi EV, Nissan Leaf,
Chevy Volt

Estimated Average Cost
$ 3.50
$ 3.87
$ 3.43
$ 1.02
$ 1.58
$ 0.05
$ 2.56
$ 2.06
$ 2.03

Digital - SEM - Type of Keywords
Type of Keywords related to Competition:
 Competition Name Terms
 Generic Terms
 Terms related to Competition (Theme, Riddles, Checkpoints)
 Terms related to teasing campaign
Flighting Period: Teasing campaign and competition only

Type of Keywords of Campaign
 Brand Terms
 Generic Terms
 Singular/Plural Term
 Misspelled Terms
 Competitive Terms
Flighting Period: During whole campaign

Tackle charging stations issue – Potential addition

Partnership with Parking Lots

Consolidated App with

Plug into the New Geek in Town

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