Even before the remake of the "Pink
Panther" comes at March, 9th to German cinemas internet users will be
able to get a feel for the story and go on the hunt for the stolen
diamond. From February 6 to March 17 2006 at www.smart.com/pinkpanther
smart will be offering players the opportunity to solve the case for
themselves. Those who demonstrate the necessary skill in the online
game will also have the chance to take part in a gripping real-life
adventure: At the beginning of April ten finalists will travel to Paris
together with a friend to track down the jewel in a smart fortwo. The
smartest duo will be rewarded with a smart fortwo as first prize.
"People who are open to the values embodied by smart will also like the
new Pink Panther film. The film combines creativity and charm with
humour – just like smart", says Oliver Hoffmann, Head of Marketing
Communications at smart. He continues "Our customers are at home on the
internet, which is why this online event will appeal to them." In the
current remake of the 1963 film classic the smart fortwo plays a
leading role as the police car of the legendary Inspector Clouseau.
Internet users can become better acquainted
with the secret star of the film and become involved in the plot
themselves. In a lavishly produced online special, users will be able
to enjoy a mix of photo realism and 3D-illustrations. After logging in,
the user is "personally" greeted by Inspector Clouseau. The players
spend approximately ten minutes moving through interactive indoor and
outdoor scenes of the film gathering clues and tracks. If the diamond
is found, Inspector Clouseau congratulates the player on successfully
qualifying for the prize draw. With a bit of luck and the right score
internet users can continue to follow the trail of the Pink Panther in
real life - in an exciting rally through Paris.
As well as allowing visitors to take part
in the game, the website also offers some appealing additional features
such as information on the film or a screensaver. They will also be
able to access technical data relating to the smart fortwo and, if
interested, directly arrange a test drive..
smart's activities accompanying the product
placement in the film "The Pink Panther" are part of the implementation
of the new marketing strategy. Within the framework of "focussed
marketing" (FoMa) smart is concentrating even more than before on the
combination of advertising forms that enable customers and potential
customers to be even more directly approached.
"The inexorable changes that are taking
place in the media landscape with several thousand TV ads per day, for
example, convinced us at the end of 2004 of the need to make major
changes and to focus. This is the only way to cultivate and build up
direct contact to customers or prospective customers" says Anders Sundt
Jensen, member of the smart management board responsible for Marketing
und Sales, explaining the main reason for the new strategic direction
The aims of the focussed marketing approach
developed from this are to avoid losses due to insufficiently selective
advertising, to approach target groups in a focussed manner, achieve an
integrated presentation throughout Europe right through to the Point of
Sale and local activities and to further optimise the marketing budget.
advertising will have a lower weighting in the marketing mix. In future
the clear focus will be on BTL measures (below-the-line) – for example
promotions, product placement or sponsorships. Apart from this, the new
approach means stronger regional and local focus in the selection of
measures, further professionalisation of the dealer organisation and
increased promotion and integration of local event marketing
activities. Bundling these measures will greatly improve the efficiency.