Award: CAMPAIGN CATEGORIES \ C15. Best Gamification (NEW)

Currently facing the biggest image transition in its development history, smart held a pre-launch brand activation via a nationwide tour in Beijing, Nanjing, Shanghai & Chengdu to announce the brand’s repositioning – Light Premium BEV brand to the China market and convey its new brand persona of “Tech for Fun.”

smart BEYOND POSSIBILITY LAB interactive pop-up event seamlessly bridged the online to offline journey through gamified experience and tapped carefully selected content creators, which include MVM (ModernSky Visual Maker) co-designing a tech-trendy visual language; Music artist Emn Chen co-writing and performing the music for smart; and Wagas offering bespoke food and drinks for health-conscious individuals.

The digital engagement on the H5 mini program for the brand and product interaction, participation of KOLs and celebrities alike effectively reinforced smart’s new brand image of Technology Brand for the Youth that is energetic, young, fashion-chic, and trendy.