smart meets Oumi Janta: a dance battle on four and eight wheels
New social media campaign with jam skater and Instagram star
Stuttgart. "Your City. Your Energy." That is the motto under which smart is working with jam skater Oumi Janta to launch a new social media campaign aimed at awakening interest in urban and electric mobility. In the video, the popular roller-skating athlete from Berlin takes to the asphalt to give another of her unmistakable performances on eight wheels. But this time she has the smart EQ fortwo (combined electrical consumption: 16.5-14.0 kWh/100km, combined CO2emissions: 0 g/km) by her side as a four-wheeled dance partner. The creative digital campaign has been made specifically for Instagram and TikTok. The eye-catching images posted by smart are followed by targeted advertising of the gold-beige model, available for sale exclusively through digital channels.
Once Oumi Janta has roller skates on her feet, she appears almost to float. Born in Senegal, the jam skater combines a sense of rhythm with the elegance of a ballet dancer to create mesmerising choreographic routines. The impressive videos with urban vibe shot during an initial session on the Tempelhofer Feld (the former Tempelhof airport) had soon been viewed 100,000 times on Instagram. It's a place that also provides the perfect setting for the agile and all-electric smart EQ fortwo: no other electric car needs as little space as this to offer quite so much fun at the wheel. The energy-packed compact two-seater puts in a perfect dance performance in the new clip, its light-footed nimbleness a perfect complement to Oumi Janta. In a homage to urban life, the new campaign creates the ideal link to electric mobility and conveys a clear message: "Your City. Your Energy."
"In Oumi Janta and the smart EQ fortwo we have identified a perfect match between two urban trendsetters. They both meld seamlessly into the metropolitan scene and are clearly at home on the city's streets", says Denise Heinermann-Bieler, Head of Marketing Communications & Brand Management at smart. "The new video shows the unrivalled lightness of touch that electric mobility brings to the urban environment. This is precisely what young people want: relaxed driving enjoyment with no misgivings about emissions", adds Carolin Güthenke, Head of Marketing Communications & Brand Management at smart.
"One of the reasons for entering into partnership with smart is that I can absolutely identify with the smart EQ fortwo. When I see the smart, I see myself: small and agile, but plenty of power", says Oumi Janta. "When I skate around Berlin, I feel full of energy afterwards. Electric mobility, in my view, is the logical next step in the right direction and fits with my vision of a sustainable way of life", says Janta, whose jam-skating videos on Instagram have been known to attract a million or more views.
Tailor-made creative concept for Instagram and TikTok
The campaign concept was developed by BBDO Berlin, while the production was handled by the newly established creative studio v.916, part of the digital agency Buddybrand. The campaign with Oumi Janta and the smart EQ fortwo will be running on Instagram (Video link) from 23 September under the hashtag #AllElectricNow. The gold-beige model of the smart is not just one of the two key players in the film – perhaps more importantly, the campaign includes details of how to purchase the car, exclusively through digital channels.
The branded hashtag challenge has been realised by smart in collaboration with the video platform TikTok Deutschland. The challenge, which launched on 20 September, involves Oumi Janta and eight further creators of the platform displaying their creative interpretations of the #AllElectricNow challenge. At the same time, smart is calling the community to take part in the challenge under the claim "Show us your energy", and providing a specially created song by the Berlin producer Ticklish for this purpose.
 The stated figures were determined in accordance with the prescribed measuring method. Power consumption has been determined on the basis of Directive 692/2008/EC. The electrical consumption is dependent upon the vehicle configuration.