The Mercedes-Benz Arena is one of the new landmarks in Shanghai. Photos Provide to China Daily

Kobe Bryant and Bjrn Hauber, executive vice-president of sales and marketing at Mercedes-Benz (China) Ltd, give a thumbs-up to the smart.

NBA basketball superstar meets Chinese fans at the Mercedes-Benz Arena

To rousing cheers of fans in Shanghai's Mercedes-Benz Arena, basketball legend Kobe Bryant joined 200 smart owners on July 20 in a fleet to illustrate the smart brand's campaign - "Big, in the city".

After the long trek from the Staples Center in Los Angeles to Shanghai, the NBA superstar arrived as China's brand ambassador for smart, a role he took in February, the first time Bryant has appeared in China as a member of smart family in a market-specific campaign.

"Right from the start, smart was ahead of its time," said Annette Winkler, head of smart brand.

"It's not just the perfect car for the city with a trendsetting design - it's a 'big idea', a strong vision and a solution for the ever-increasing mobility and environmental problems in growing cities around the world," said Winkler.

"The partnership with Bryant will strengthen the position of the smart car as the most popular lifestyle and city car in China. Bryant's passion, agility, intelligence and creativity blend beautifully with smart's core values.

The smart was launched in 1998 using Mercedes-Benz's spirit of innovation - "The best or nothing".

Bryant has been a star player on five NBA championship teams, named to All-Star Teams for 11 consecutive years since 2000 and selected as the league's Most Valuable Player in 2008.

360 percent growth

"Almost 13 years after the first smart rolled off the production line, some 1.25 million vehicles have been sold and it is now a familiar part of the city roadscape," Winkler added.

"Even though smart has only been available in China for two years, it has already gained a huge number of smart fans," said Bjrn Hauber, executive vice-president of sales and marketing at Mercedes-Benz (China) Ltd.

"It is agile on city roads, and is not only one of the shortest mass-produced cars in the world with a cute shape, but also combines unique design, leading safety standards and eco-friendly technology."

Hauber said smart sales in China in the first six months of the year hit 5,500 units, an increase of 360 percent from the same period last year.

"We are thrilled by these impressive sales figures that make China the third-largest market for smart. We are confident of a further boost in smart sales during the summer months with Bryant joining in us," said Hauber.

The Mercedes-Benz Arena was alive with energy as Bryant entered driving a smart. He was joined by special guests including students from the Lei Shing Hong Hope School.

The superstar's interaction with students comes a year after establishment of the Mercedes-Benz Star Fund to help underprivileged children through the company's corporate social responsibility efforts.

While participants got the chance to shoot hoops with Bryant, he said meeting his Chinese fans was the highlight of his trip.

"China is my home away from home. Touring Shanghai has been truly amazing. It is, for me, a very special and unforgettable experience to drive the smart car with such cool smart fans at the Mercedes-Benz Arena in Shanghai," said Bryant.

Mao Jingbo, vice-president of marketing at Mercedes-Benz (China) Ltd, said the campaign called smart Kobe 24 hours "with the superstar not only highlights the excitement of smart but also represents one of the strongest cross-industry collaborations for the brand in 2011."

"smart Kobe 24 hours is an exciting campaign as well as a big celebration we will be presenting this year to our smart owners and smart fans. Mercedes-Benz will continue to release a series of exciting new marketing and sales plans for the next three years, and to bring smart fans more exciting results," said Mao.

The smart Kobe 24 hours will give more smart fans the opportunity to closely experience with Bryant the core value of the campaign "Big, in the city" - the excitement in driving freely, the wisdom of transforming complexity to simplicity, the big joy in safe driving and the big environmental benefits in such a small car.