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.

Mini billboards: promoting Smart Brabus model
Mini billboards: promoting Smart Brabus model

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.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).