This Smart Car Instagram Ad Consists of Fragments That Come Together

By: Jana Pijak - Jun 22, 2016
References: thesmart & adweek
This Smart Car Instagram campaign lets smartphone users access a print ad by placing their devices side by side. Promoting the brand's 'fortwo' car model, this social media campaign is directly inspired by the vehicle's design.

"The smart fortwo is the perfect size for two people, just like this Instagram experience," says Smart's general manager of marketing services Mark Aikman. Rather than choosing a traditional storytelling method and marketing strategy, Smart appeals to interaction-driven audiences and targets a young and urban demographic of Millennials -- a consumer group that seeks style and convenience on a budget. Created in partnership with creative firm Razorfish, the campaign consists of two fictional Instagram accounts -- users named @fortwo_jake and @fortwo_jill -- that each tell half of a story until their narratives are brought together.

This Smart Car Instagram campaign is witty and attention-grabbing, requiring two individuals to place their phones side by side in order to view its brand messaging -- a concept that directly correlates with its newest car's design.