Smart Car in search for agency to create branding campaign

By JADE GARRETT, campaignlive.co.uk, Friday, 11 August 2000 12:00AM

Smart Car has begun a hunt for an ad agency to create its first pan-European branding campaign. It is also in talks with several UK agencies with a separate brief.

Smart Car has begun a hunt for an ad agency to create its first

pan-European branding campaign. It is also in talks with several UK

agencies with a separate brief.



Daimler-Chrysler’s European roster agencies, including Springer &

Jacoby, Scholz & Friends and one un-named Swiss agency, are all

understood to be pitching for the task.



Walter Scherg, the general manager for Smart Car in the UK, confirmed

the review but declined to name the agencies involved.



’We want to target young, trendy opinion leaders and have already had

some great creative concepts,’ Scherg said. ’It is an innovative product

that needs an innovative approach.’



The car is manufactured by the Micro Car Company, a fully owned

subsidiary of the Daimler-Chrysler group.



The car officially goes on sale in Britain in October this year after

the British International Motor Show in Birmingham. Right-hand drive

vehicles will not be available until 2002.



The Smart Car is a revolutionary two-seater car powered by a 600cc

engine.



It is available in three models - Pure, Pulse and Passion. It is so

short that drivers can park it facing the gutter, making it ideal for

city dwellers.



The models, which cost approximately pounds 7,000 each, are designed

with several green features to ensure that they are environmentally

friendly. They can do 75 miles to the gallon and have turbo-charged

Mercedes-Benz engines.



The car has been on sale across mainland Europe since October 1998.



This article was first published on campaignlive.co.uk

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