Smart Canada goes on parade for WorldPride activations

'Open Your Mind' takes on new meeting at Toronto's global event

Smart Canada kicked off its sponsorship of WorldPride 2014 by hosting a rally with Smart owners in Toronto.

Sixty five Smart Fortwo drivers gathered at Toronto’s Canadian National Exhibition grounds, where they were given window flags and bumper stickers that read “yield for change” to place on their cars. The vehicles then drove in convoy to the Mercedes-Benz Canada head office across town. The rally concluded with a barbecue lunch in celebration of WorldPride, which takes place in Toronto June 20 to 29.

Smart Canada said WorldPride is a natural fit for the brand, which has been challenging the status quo for decades with its forward-thinking designs. “Smart is a fun car and WorldPride is a fun event; there’s a lot of openness in attitudes,” said Jay Owen, national marketing manager at Mercedez-Benz Canada. “Even our positioning, ‘open your mind’ is a very clear statement not just to the product but to the whole point of WorldPride as well.”

As the exclusive automotive sponsor, Smart has a number of activations throughout the event. The brand had the title sponsorship of the opening ceremonies on June 20, which included performances by Melissa Etheridge, Deborah Cox and Steve Grand.

Smart will also have an interactive outdoor display at Church and Maitland Streets (in the heart of the city’s Gay Village) on June 28 and 29. Festival-goers will be invited to tweet using #smartforworldpride to receive a pride-themed bumper sticker distributed by Twitter-activated vending machines. Participants can also be photographed in a Smart Fortwo Cabriolet that will make them appear to be in the WorldPride parade.

An outdoor Smart party will take place in Toronto’s Dundas Square on the evening of June 28. At the parade on June 29, 100 Smart employees and drivers will be marching alongside a fleet of Smart Fortwo electric drive vehicles.

Smart Canada worked with Immersion on the sponsorship activations and BBDO handled creative.

Advertising Articles

MDC releases Q2 results, on track for record revenue highs

CEO Miles Nadal says company is in prime position for continued growth

Watch This: Moment Factory lights up Parc de la Gorge

Turning a park into a glowing, immersive, multimedia experience to convince hikers to stay the night

Social Scanner: Social gets serious about shopping

Three big social networks make moves in ecommerce, plus Vine gains traction and Target partners with popular YouTubers

Engagement Labs acquires Entrinsic

Engagement Labs has scooped up another analytics provider, Toronto's Entrinsic

Vancouver homeless campaign generates buzz worldwide

Convertible bus benches seen as antidote to anti-homeless doorway spikes

Linkedin buys ad targeting and measurement firm Bizo

$175 million deal further enhances Linkedin's B2B marketing offerings

H+K unites Americas region

Mike Coates takes helm as president and CEO as Canadian, U.S. and Latin American operations unite

Canola growers gear up for Food Day Canada

Twitter party will showcase Canadian food and farmers

No gamble with content at SXSWV2V (Column)

Martin Waxman shares insights from memorable sessions at the upstart festival