Smart promotes Brabus car with bespoke billboards
LONDON - Car manufacturer Daimler has launched an 11-week, multi-platform campaign to promote its Smart Brabus mini cars, and give the Smart brand stand-out in a growing car segment.
The campaign, created by Omnicom agency AMV and integrated agency Weapon7 and booked through WPP media agency Maxus and WPP out-of-home agency Kinetic, aims to raise awareness of the Smart brand and promote Smart's personality through outdoor, online, inserts and direct mail.
It will promote the Brabus tailor-made concept and the creative emphasises the individuality, size and style of the car that can be colour-customised inside and out.
Alongside 48-sheets and digital out-of-home, Smart is using bespoke billboards that are tailor-made to squeeze into the space between large billboards, in the same way the Smart car can fit in between larger vehicles.
The mini-Smart billboards were first used in 2004, and Spencer Berwin, managing director of sales at JCDecaux, which is carrying the ads, said Smart's billboards "caused a sensation when they arrived on the streets" then.
Berwin said: "The 2010 campaign operates in a very different media environment, yet still deploys 'traditional' outdoor for stand-out and for reaching a mass-audience, with digital outdoor adding a new immediacy."
The last activity for the Smart brand was a TV campaign for the new Smart diesel, which was supported by online, inserts and DM.
This article was first published on campaignlive.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Account Manager - 12 month maternity cover contract AF Selection £24,000 - £30,000, Nottingham
- Web Analyst - 2 Positions. RS Components Market Rate., London, Corby or Oxford
- Assistant Brand Manager - FMCG Jarlett de Grouchy £28000 - £35000 per annum + benefits, Croydon
- Digital Designer role in Berkshire - 25-35k Creative Recruitment £25000 - £35000 per annum + Benefits, Berkshire
- OgilvyOne loses BA business
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Iris and Cheil big winners at MAA Best Awards
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Facebook research finds 42% switch device mid-activity