On 2 July 2010, smart will be heading off on a European tour with the smallest mobile TV studio in the world. With its slogan “remix your reality.”, the smart. studio. will be stopping off in Rome, Berlin, Paris, London and Barcelona, where it will offer interested locals the chance to take an innovative and unusual approach to exploring their city as an “ambassador for urban mobility and lifestyle”.
The mobile TV studio is a smart fortwo with five video cameras fitted inside and outside. This offers a fast-moving, highly entertaining way to present the protagonists and their cities. For maximum creativity, four different formats are used.
Accompanied by English presenter Pete Nottage, a number of urban themes – fashion, music, speed-dating and urban view – are explored in a smart fortwo. In keeping with the campaign motto “remix your reality”, the smart. studio. is transformed into the world’s smallest catwalk for designers Lala Berlin and Rome-based Livia Risi or becomes the scene for exciting speed dates for young urbanites. As part of the Music format, electronic music is mixed live in the smart fortwo. This gives young musicians – like Rodion and Carola Pisaturo from Rome or Pan Pot from Berlin – the chance to present their songs to an international audience.
“Cities love smart and smart loves cities. So what could be more natural than exploring European cities and their trends in a smart? Which is exactly what the smart. studio. has to offer: people, music and lifestyle experienced from the comfort of our two-seater”, says Marc Langenbrinck, Managing Director smart brand and Head of Sales & Marketing smart.
All music and video clips can be viewed on the www.smart-studio.tv microsite – which was designed in cooperation with Stuttgart street artist Peter Kosock – and visitors can leave ratings and comments as well. The website regularly presents the latest programmes from the tour cities together with additional film material about the smart brand. Additional content and extra features for the smart community can also be found on the smart Facebook fan page. By bringing together the film platform with the “social web”, smart. studio. can offer unique dialogue formats relating to urban lifestyle themes.
It also allows smart fans to create their own content and to take part in one of the formats, for example as a contestant on a speed dating show. A supporting banner and Facebook ad campaign, teaser films for cities, print ads and radio spots are all designed to help raise the profile of the smart. studio. in the international media.
