smart x Oumi Janta – Your city. Your energy.
smart x Oumi Janta – A Social Media Benchmark for Urban Mobility.
For years, smart has been an iconic brand for urban mobility – compact, agile, and perfect for city life. With its transition to fully electric vehicles, smart is driving towards a more sustainable future. At the same time, Oumi Janta, jam skater and social media sensation, has been captivating global audiences with her high-energy performances. This collaboration resulted in a groundbreaking social media campaign that set a benchmark and best-practice example for TikTok.
Under the motto “Your City. Your Energy.”, smart launched a social media campaign designed to spark excitement for electric and urban mobility. In the campaign video, Oumi Janta delivers one of her signature roller-skating performances on the asphalt – this time with the smart EQ fortwo as her dance partner on four wheels.
On TikTok, the Branded Hashtag Challenge #AllElectricNow invited users to showcase their own performances to a specially created song under the tagline "Show us your energy." The response was massive, with over a quarter of a million user-generated videos, making it one of the most successful challenges of its kind.
With over 1 billion video views, 199k+ videos created, 40M+ discover page impressions on TikTok and a brand lift of more than 8.5%, the campaign achieved outstanding reach and became a best-case example for digital brand communication. Its impact did not go unnoticed: TikTok itself recognized the campaign as a Success Story in the Automotive category – a milestone for smart and a testament to the power of social media-driven brand engagement.
Following the campaign’s success, the gold-beige smart fortwo model was exclusively offered for purchase through digital channels – an innovative step in the marketing of electric vehicles.