SMART x
OUMI JANTA – YOUR CITY.
YOUR ENERGY.
smart x Oumi Janta – A Social Media Benchmark for Urban Mobility.
For years, smart has stood for urban mobility – compact, agile, and perfectly suited for city life. With its shift to fully electric vehicles, the brand drives toward a sustainable future.
Jam skater and social media star Oumi Janta became a global pop culture phenomenon after a viral Instagram post catapulted her signature roller-skating style into the spotlight. The video was soon shared by global icons such as Beyoncé, Alicia Keys, Reese Witherspoon, and Viola Davis, spreading virally and turning Oumi into a symbol of freedom, rhythm, and urban energy.
Building on that momentum, smart teamed up with Oumi for the social campaign “Your City. Your Energy.” – a celebration of electric urban movement.
In the hero film, Oumi dances on asphalt with the smart EQ fortwo as her partner on wheels. On TikTok, the #AllElectricNow challenge invited users to “show us your energy.” The response was massive: 199K+ user videos, 1B+ views, 40M+ discover impressions, and a brand lift of 8.5% – one of TikTok’s most successful automotive activations.
Recognized by TikTok as an official Success Story, the campaign became a benchmark for digital brand storytelling. Following its success, the gold-beige smart fortwo was offered exclusively online – marking a bold next step in electric vehicle marketing.
https://www.tiktok.com/tag/AllElectricNow
https://ads.tiktok.com/business/de/inspiration/smart-140