Automaker Smart Canada has tapped Toronto’s Ariad Custom Communications to handle its below-the-line, digital and social marketing activities.
The two companies had worked together on an informal basis earlier this year, creating the Smart Electric Lounge at the Toronto AutoShow to promote the automaker’s electric vehicle. Smart Canada director Richard Trevisan and Ariad’s senior vice-president Baron Manett had also worked together when the latter was employed at Segal Communications.
According to Manett, the new relationship is driven by Smart’s desire to integrate its more traditional marketing efforts with the below-the-line work.
“We had some great conversations about what the Smart brand’s focus was going to be moving forward, what they wanted to get out of leveraging the brand in alternative channels like experiential, promotions, digital, social media,” said Manett. “They’re doing great work above the line with BBDO Canada, but the question was how could we be a partner that could help them extend their marketing investment in the other touch-points?”
Smart is not only small in stature, said Manett, but is a relatively small brand in the crowded – and highly competitive – automotive segment. “Every dollar really has to make an impact and feel like three dollars,” he said. “Our role is to be a real strategic partner on helping them select their marketing priorities.”
The agency is continuing its support of the electric vehicle with a bilingual Facebook initiative called “The Smart plugged in tour” (“la tournée branchée smart”) that invites the brand’s more than 36,000 followers to enter a contest for a chance to win a 2013 smart fortwo electric.
“It’s such a passionate community of car owners, so Facebook was a natural place to start the conversation,” said Manett.
Ariad will also be developing brand initiatives in the digital, dealership and sponsorship channels for the entire Smart vehicle lineup.
