International Roadshow for smart
// follow red is staging an international roadshow for smart electric drive models
// The “smart electric base” offers a platform for dialogue on the topic of electromobility – with many program highlights
// Successful tour kick-off in Madrid
Stuttgart, 29 may 2017. To support the market launch of the new smart electric drive models, follow red will be touring through Europe’s largest urban centers with the “smart electric base” through October 2017. In Madrid, Hamburg, Oslo, Rome, Toulouse and Amsterdam, the specialists in experiential communication are staging the new models – the smart fortwo electric drive and the smart forfour electric drive – at exceptional locations that underscore the tour’s and the smart’s brand values of sustainability and environmental consciousness. With the international tour, smart is eager to initiate an open dialogue on electromobility in urban metropolitan areas. follow red successfully took part in a multi-stage selection process and is now responsible for the complete implementation of the tour, its innovative set-up, managing the urban pop-up bases, as well as carrying out test drives. Locally, follow red is being supported by its partner agencies from the “United Agencies Network” (UAN). The roadshow umbrella concept originated at the smart K-MB – Agency for brand communication.
The smart electric base – Meeting point for electromobility
The future is electric: all around the world, urban mobility is facing a radical shift from combustion engines to clean and quiet electric alternatives. smart is one of the first car manufacturers in the world to offer its entire product range in both conventional and electric versions – therefore driving this revolution. “With the tour we want to counteract the still existing reservations about electromobility in large cities. Additionally, we are creating a platform for an open and inspiring exchange on electromobility, on sustainable and environmentally conscious lifestyles, as well as on future urban mobility concepts,” says smart project manager Daniel Nussbaum, describing the roadshow’s objective. At follow red, the project is being managed by an experienced automotive team headed by Alex Leuker, director of the Berlin office.
The smart electric base invites visitors to trendy hot spots in the form of a pop-up base to recharge their batteries – for up to twelve days per city. With individual program highlights such as live concerts, invigorating yoga sessions, workshops on sustainability, panel discussions with electromobility experts and inspiring discussions with local VIPs, visitors will have an opportunity to enjoy a short break from everyday life. Furthermore, test drive participants will experience the many product benefits of the new electric vehicles in everyday urban life.
Recharge your batteries and experience electric driving LIVE
The smart electric base celebrated its successful tour kick-off between April 20 and 29 at the Only YOU Hotel Atocha in Madrid. The event series then moved on to the Bullerei Studio in Hamburg, owned by celebrity chef Tim Mälzer. The next stations are the Mathallen in Oslo between June 2 and 14, and Rome from June 29 to July 9. The last two stops will take the roadshow to Toulouse and Amsterdam in September.
Dr. Eva Strohschneider, Corporate PR