Urban Joy in Europe – a smart survey Across Europe
During the summer of 2014, smart rolled out the FOR campaign to position its brand around the globe. Since FOR exemplifies the brand’s optimistic stance, K-MB teamed up with the Rheingold opinion research institute for strategic support and corroboration. Their goal: to conduct a representative study on the residents of European metropolises. The aim was to determine which factors govern joy and contentment in European cities – and how these factors change and develop.
K-MB handled the planning and realization of the market research, the focus groups, the opinion research, the content marketing, and the user experience design as well as the website development and SEO measures.