Size Matters

Think Small*

Hi all, it’s Friday Thing/k.

How are you today?

Brett showed me a Smart campaign this morning. (Thanks). It comes from Belgium.

The Smart car’s key selling point is the fact that it can be manoeuvred into tiny parking spaces - perfect for city living  - only 2.69 metres long.

In order to highlight this fact online, Smart has created a URL shortening service. The service transforms a long URL into a very short one.
Visitors to http://url.so-smart.be/ are able to ‘navigate swiftly through the busy online traffic’ and ‘park large URLs into tiny spaces’. Give it a try - shorten a URL.

This shorter URL takes up fewer characters on micro-blogging sites such as Twitter (which has a 140 character message limit). Any links shortened with this service automatically become micro ads because of the ‘so-smart.be’ prefix.

Once again we’ve got an example of an ad in the shape of a service - this time it’s a URL shortening service. An original way of spreading the brand message in social media without interruption. That’s Smart. So-smart.

(check also http://www.so-smart.be/, “Smart & the City”, featuring info about the vehicle including specifications, carbon emission levels, and the option to request a brochure or a showroom visit)

(Source: branddna.blogspot.com & cream magazine)