Around the world in 700 days: the global rollout for smart

smart is making city life easier, brighter and more carefree. It is a vision which has been guiding ‘the brand for urban mobility’ through its digital transformation since 2010.

In cooperation with BBDO, Goldbach Interactive and Namics, we have expanded the digital portfolio for smart and developed a globally orchestrated digital solution tailored to the needs of both the buyer and the merchant. Together, we have managed to live up to smart’s global standards and roll out more than 300 websites for markets and distributors in 40 countries within a short timespan.

In the course of this project, I've got to know various people and cultures and gained vital experience – learning on the job is the best way.

Jana Heinold – Rollout Manager


Following our 12-phase rollout plan, our internationally experienced team of content and rollout managers began by defining the structure in the Adobe CQ5 content management system. In July 2013, the time had finally come: after planning the country-specific content and translations, the test phase began, followed by the rollout.

In 10–12 week sprints we provided market participants with all of the major documents, organised kick-off meetings with the relevant marketing managers and conducted individual training sessions – at our offices, on-site and in web meetings.


Communication Strategy & Branding
Platform Delivery & Implementation
Testing & Software Development


From Mexico to Spain, all the way to Australia: together with our partners and customers, we have implemented a standardised process that has allowed us to simplify complex challenges, such as time differences and the idiosyncrasies of intercultural interaction.

All in all, we have succeeded in rolling out smart websites across every continent within a span of just two years.

See for yourself and have a look at smart’s website for Germany.

The international rollout of smart was a highly complex project. The various professional and cultural backgrounds added richness to the work and helped us to complete the rollout in a very tight timeframe.

Nadine Belger – Lead Operational Rollout
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