The smart Pearl campaign leveraged the power of social herding, putting the smart car on 360buy.com, one of China’s largest e-commerce platforms. 300 limited edition smart Pearl grey were available to purchase through 360buy only. This was the first time a car has created a bespoke version for online sales only. 300 smart cars sold out in 89 minutes, that’s approximately 1 car every 30 seconds. An amazing result and double the rate of MEC’s award winning smart Taobao campaign in 2010. In addition, over 1,000 leads were generated for dealers, resulting in a record breaking ROI at more than 1:89.
Organized by Disanzhongren Media, the ROI Festival Awards recognizes the most budget-savvy companies in the field of communication and marketing.