Your client's
message on smart cars
They're eco-friendly but more important they're attention-grabbers
By Diego Vasquez
Sep 26, 2011
Advertisers have been wrapping cars for years, but a new variation on this old idea is wrapping smart cars, the tiny hybrids that that measure just 5 feet tall and less than 9 feet long.
You might think the main draw of using smart cars for mobile campaigns is being associated with something eco-friendly, and that certainly never hurts a brand.
But the real draw for advertisers is much simpler: Smart cars are eye-catching.
Since they're still relatively new and relatively rare in this country, smart cars turn heads even if when they're not adorned with ads or pulling a sign behind them. When they are wrapped and sent out in fleets, they draw huge amounts of attention.
Smart car campaigns also can be complemented by other attention-grabbing elements, such as sound systems or street teams.
To find out how to get your client using smart cars, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising using smart cars, the tiny hybrid vehicles that are 5 feet tall and less than 9 feet long.
Who
There are dozens of companies around the country that wrap vehicles, including smart cars. Any out-of-home/guerrilla agency can help add other elements to a campaign, such as street teams.
How it works
Smart car campaigns are similar to other mobile marketing promotions.
The most common way to use smart cars in campaigns is wrapping them in bright and colorful vinyl. The wraps are custom-made with the advertiser's message, colors and/or logos, and they can be applied and removed without damaging the car.
Like any automobile, smart cars can also pull a trailer with an advertiser's sign behind them.
Smart cars are often sent out in fleets, which attracts a lot more attention than one individual car. The fleets can be broken up later in the day if the advertiser wants to hit a wider swath of the city.
Smart car campaigns also often employ street team members in the passenger seat who get out and interact with people when the car is parked. As in any street team campaign these people can hand out fliers, give away free items such as T-shirts or Frisbees, or offer product samples.
There's another fun advantage of using a smart car rather than a regular one. Because they are so tiny smart cars can go places where bigger cars and trucks can't, like a park or plaza, though a permit is usually required for such a stunt.
Markets
Smart car campaigns can be executed in any market.
Numbers
Since smart cars came to the U.S. four years ago, 45,000 have been sold in this country, according to The New York Times.
The fuel economy for smart cars is 33 city miles per gallon and 41 highway miles per gallon, according to the Environmental Protection Agency.
How it is measured
Agencies say that in most cities mobile campaigns that are on the street for eight hours a day average about 30,000 impressions between other drivers and pedestrians.
Advertisers that use street team members can also track other things such as how many fliers are distributed or how many samples are given away.
What product categories work well
Categories that have used smart cars include weight loss services, TV networks, supermarkets, retail, healthcare, entertainment and consumer packaged goods.
Demographics
Since smart cars can go just about anywhere, any demo can be targeted.
For example, an advertiser targeting country music fans could run a campaign near the arena before and after a big concert, or a marketer going after college students could drive the cars on campus.
Making the buy
Lead time is typically four weeks, which includes production and installation of the wrap. Creative must be ready two weeks before the campaign.
The cost for wrapping a smart car is between $2,000 and $2,500 per car, and the cost of a driver and/or street team member is $500 to $600 per day.
Who’s already wrapped smart cars
Recent or current smart car advertisers include Jenny Craig, Whole Foods, Quality Medical, Last Minute Movers, Loring Studios and Maaco.
What they’re saying
"The biggest benefit is the uniqueness of the vehicle. They're smaller and unique-looking cars, and they can park in places where other cars can't park. These aren't half glances. When you're stuck behind one of these vehicles, you're going to digest it. It's a can’t-miss advertising medium." –
Ray Wali, president and chief strategy officer at Mango Moose Media
Web site info
Mango Moose Media
http://www.mangomoose.ca
EMC Outdoor
http://www.emcoutdoor.com/
Ads on Wheels
http://www.adsonwheels.com
Ad Wraps
http://ad-wraps.com
Monster Media
http://wrapvehicles.com
Advercarzing
http://www.advercarzing.com
Wrap it Up
http://www.wrapitupvehiclewraps.com
Signature Graphics
http://graphwrap.com
Advertising Vehicles
http://www.advertisingvehicles.com
Wraps For Less
http://www.wrapsforless.com
SkinzWraps
http://www.skinzwraps.com
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