Kick Off for Integrated Campaign in Europe for the New smart #5 with Fresh Agency Line-Up

• smart Europe launches Europe-wide integrated marketing and communication campaign for the smart #5 with the synchronized support of several agency partners 

• New agency structure with established and newly added partners combines efficiency, innovative strength and strategic foresight 

• Wolfgang Würth takes over overall responsibility for European brand communication as Director Marketing & Communications 

April 03, 2025, Leinfelden-Echterdingen, Germany. smart Europe has optimized and repositioned its organizational structure in terms of marketing and communication for an effective approach towards its omnichannel target groups. In an intensive pitch process lasting several months, the automotive manufacturer selected several agency partners. In close collaboration with the in-house Marketing & Communications team at smart Europe, the agencies have started the implementation of a Europe-wide integrated campaign in January 2025 for the orchestrated launch of the all-new smart #5 model.

This campaign is based on a multi-layered content strategy that positions the first-ever mid-size SUV by smart as a contemporary adventurer – with all-electric driving capabilities beyond any urban boundaries. A key element of the campaign is a curated series of events, including an exclusive first-access event where high-profile journalists had the opportunity to experience the versatility of the vehicle first-hand. In addition, the first ever smart Creator Conference, themed “Comfort is better without Zones”, brought together influential personalities to discover multiple aspects of modern adventures. Beyond the events, the campaign contains an omnichannel content production strategy that includes test drives, product highlights and engaging storytelling formats to bring the spirit of the vehicle to life across digital, social and traditional media.

The electric passenger car industry in Europe is experiencing dynamic market environments with a broad offering of different vehicles towards potential and existing customers. In response, smart Europe has coordinated all marketing and communications disciplines more closely and established a structure that combines efficiency, innovative strength and strategic foresight. To reach all relevant target groups via owned, earned, and paid media channel activities in all market regions, the Marketing & Communications department at smart Europe is in regular and close exchange with the teams in the currently 17 European markets. As Director Marketing & Communications, a newly created role, Wolfgang Würth and his team drive all marketing and communications aspects for the unique smart brand in Europe. 

The agencies were selected based on clear criteria: As part of a global company, smart Europe was looking for a high level of expertise and experience with international, culturally diverse agencies. The ability to work efficiently across agencies was another important selection criterion. To identify the best partners, smart Europe conducted multiple, independent pitch processes over several months in 2024. A key requirement was a deep understanding of smart Europe’s target audiences, markets, and products, as well as strong expertise in the EV automotive industry. In this way, smart Europe aims to ensure consistent, impactful and market-relevant brand communication across all channels. In addition to this strategic level, the agencies strongly support smart Europe in the daily workflows in areas such as media-related contents, website updates, campaigns, and newsletter marketing. 

• IPG Mediahub: Media agency, responsible for planning and optimizing media activities. 
• Ketchum: PR and communications agency partnering with smart Europe since 2022, responsible for overall PR strategy and execution. 
• Mayster: Content production agency, specialized in automotive, partnering with smart Europe since 2023, responsible for communication asset production. 
• Optimist: Creative agency partnering with smart Europe since 2023, responsible for brand strategy and digital content. 
• Oliver Schrott Kommunikation: PR and communications agency with proven automotive expertise, responsible for event and live communication. 
• Wongdoody: CGI production and solutions as well as optional CGI support in virtual productions. 
• Zum goldenen Hirschen: Creative agency, responsible for social media strategy.

With this new agency line-up, smart Europe will be focusing on holistic communication for the new smart #5 model over the next months in particular to create product awareness at relevant target audiences. The most versatile smart ever, will be launched in 17 European markets. As a first major milestone of the activities, the smart #5 was showcased with a static presentation event for European media in Stuttgart in March. Following this, the smart Creator Conference, themed “Comfort is better without Zones”, brought together selected speakers such as bodyboarder Joana Schenker, travel blogger and content creator Jil Eileen Füngeling, as well as the CEO & owner of BRABUS, Constantin Buschmann, to explore new perspectives on mobility and creativity. 

After that, a special appearance in close collaboration with the lifestyle and fashion brand Highsnobiety will follow during the Milan Design Week in early April. Throughout all activations, the integrated team of smart Europe and its agencies will strategically strengthen the product positioning – highlighting the vehicle as a contemporary adventurer, redefining what it means to explore without limits. This approach reinforces the broader philosophy and attitude of smart to think and act in an unconventional way – like “Morning is better without routines”. 

Further information can be found at media.smart.com.