Building a brand for a category that did not yet exist in the market's mind.
Subscription vehicle leasing needed to be recognized, understood and distinguished from credit, traditional purchasing and car rental.
Smartycar × category design
Case of Smartycar: The brand that introduced subscription car rental in Chile.
Before persuading, we had to teach a new way to access a car.
Evidence factsheet and scope
- Status
- Work presented in credentials
- Project date
- Not published in the source record
- Delivered by
- The credentials material does not specify the executing entity or individual credits.
- Contribution described
- Naming, Identity, Category design, Advertising, Social media
- Starting point
- Not published in the original factsheet
- Measurement period
- Not published in the original factsheet
Reported results correspond to the case materials. When measurement data is missing, they cannot be reproduced or used as a guarantee of results for another project.
What we did
What this case demonstrates.
Creating a category begins by giving it a name, a language, and an explanation people can use.
Naming. Identity. Category design. Advertising. Social media.
Intelligence and mobility within a simple name.
We created Smartycar to unite a smart, modern, convenient choice with an immediate category signal. Starting with the name, we developed a logo and an agile, digital, optimistic visual system.
Naming. Logo. Visual system. Positioning. Category design.
Advertising to teach before persuading.
The first campaigns showed how the subscription worked, explained its differences from traditional alternatives, and turned financial and operational concepts into everyday messages.
Education, brand, product, and conversion in one social strategy.
The operation answered objections, showed available models, and brought an unfamiliar innovation closer to people's real lives.
Evidence provenance
How to read the results of Smartycar.
Wiwo publishes this story from project documentation. Figures, milestones and recognition belong to this case; every new project needs its own objectives and measurements.
- Source
- Wiwo project documentation and case report
- Market
- Chile
- Project period
- Not publicly specified
- Last reviewed
If you need to check a figure, starting point, scope, or recognition, write to prensa@wiwo.me.
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