Rapier unveils launch DM work for Smart Forfour

LONDON – Rapier has developed a direct marketing campaign to raise awareness of the launch of the new four-seater Forfour Smart car.

The direct mail pack contains 15 cards in a PVC holder. Each card carries information that challenges the misconception that Smart Cars all look the same.

On the outside of the wallet the copy reads: "There is only one Smart. Not."

Each card shows a picture of a different Smart model, including the Fortwo, the roadster and the latest launch, the Forfour.

The campaign is Rapier's first direct campaign since it was appointed to the DaimlerChrysler-owned brand's roster in October last year.

The campaign was written by Rapier's executive creative director, John Townshend, and art directed by Roger Pearce.

Townshend said: "This is one of those rare occasions when we are running concepts presented in the pitch. It's a dream brief. And if we can't do great work on a brand like this, we may well go home."

Sam Bridger, the head of marketing at Smart, said: "Rapier simply understood Smart's brand values perfectly, from day one. Its work is more than direct-response-it captures our brand attitude and personality too."

The car brand's ad account is handled by Farm, which was appointed last August. At the time, the company pledged to increase the brand's above-the-line spend to £10m. It also appointed Farm's media planning arm, Monkey, to work alongside Smart's media agency BJK & E.

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