Smart kicks off “The Sound of Christmas” campaign, invites fans to create their own music

Article by Christian Andrei, on December 5, 2015

Smart’s “The Sound of Christmas” campaign is in full blast. Through this, smart is giving its fans the opportunity to exercise their creative muscle to fully express the spirit of Christmas according to their own inclinations. With their compositions, they can then create their own personalized Christmas greeting for their friends and family that they can share on their social media accounts.

Here’s the meaty part of this holiday campaign – popular songwriter Graham Candy has written the musical backup for the sound tracks, which will also include the Discoball smart as part of the instrumental accompaniment.

This is perhaps the sweetest way one can celebrate the Christmas season, by saying “Merry Christmas” in their own unique way. Specifically, people can create their own versions of the Christmas Song, “Jolly Old Saint Nicholas” by combining four different soundtracks that they can find at www.smart.com/christmas.

There are several sound options that one can choose from when creating their own rendition of the traditional Christmas song. In fact, there are 512 possible combinations that can be created. When you’re done with your song, you can see it played in a music video featuring the Discoball smart, or Mr. Candy himself.

The campaign, which was conceptualized by K-MB agency for brand communication in Berlin, kicked off last November 26, with Graham Candy fully on board to help in advertising the activity.

He starred in a 20-second teaser film that was distributed on social media websites, which featured the Discoball smart inviting Candy to collaborate, the result of which is the currently active Christmas campaign from smart. A special version of the video is disseminated in Instagram through nine short video loops showing Graham and the Discoball smart collaborating in the studio.

In addition, Graham Candy is actively involved in marketing the campaign through his social media channels – he is posting photos and links to the campaign to make his fans aware of his new activity. Smart's social media pages are awash with activity as well, telling the world that it has a great Christmas activity that everyone should partake of.

What do they get from joining the campaign? They get a chance to win free Christmas tree decorations from smart! Find out what Graham Candy thinks of the smart Christmas campaign in an exclusive interview! The interview will be published at www.smart-magazine.com. In the meantime, smart customers will receive a newsletter in early December inviting them to join the campai

Press Release

smart Christmas campaign

Things are getting musical at smart in the run-up to Christmas. With its campaign "The Sound of Christmas", the brand is inviting all its fans to create their own Christmas song online and share it with friends and family. To this end smart has reinterpreted the Christmas carol "Jolly Old Saint Nicholas". The special feature is this: The Discoball smart, a smart fortwo completely covered with small, light-reflecting glass panels, itself becomes a musical instrument and a central part of the composition. Musical backup comes from the New Zealand singer/songwriter Graham Candy, famous for hits like „She Moves (Far away)”, Alle Farben. Up to 26 December 2015, fans of the brand are able to compose their individual smart Christmas song at www.smart.com/christmas and share on social media or by e-Card.

To compose a personal version of "Jolly Old Saint Nicholas", four different sound tracks can be combined at will with several choices and sound variants. This makes a total of 512 different versions of the Christmas song available. For each choice there is a video featuring either Graham Candy or the Discoball smart that visualizes the played music.

Wide-coverage online communication campaign

The Christmas campaign began on 26 November and is accompanied by extensive communication activities. Graham Candy is not only the musical ambassador, but is also publishing photos and links covering the campaign via his social media channels. A 20-second teaser film on social media such as YouTube and Facebook ensures public attention. It shows Graham Candy entering the festively decorated sound studio and being welcomed by the Discoball smart with rhythmical vehicle noises. At first Candy is perplexed, but then he understands the invitation. Users find out for themselves what happens next when they visit the campaign website. In addition, regular posts with photos, text and links on the smart Facebook channels encourage users to take part in the Christmas campaign.

Fans of the brand can also win smart Christmas tree decorations. On Instagram the campaign is presented with nine short video loops, which at the end will result in an overall image. These show individual sequences with Graham Candy and the Discoball smart in the sound studio.

Graham Candy gives his very personal insights into the campaign in an exclusive interview at www.smart-magazine.com. In early December smart customers will be informed about the Christmas campaign and interview by newsletter. The K-MB agency for brand communication in Berlin was responsible for the concept and implementation.

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