Rapier produced the initiative for the roadster, part of the high-performance Brabus marque created by Smart to appeal to up-market drivers.
Targeting key Brabus prospects, the campaign aims to dramatise the experience of driving the car. The DM pack contains a shot of the car and a response card that asks would-be customers wanting to book a test drive to confirm they are not "prone to dizzy spells or light-headedness, are not of a nervous disposition and have never been diagnosed as over-emotional". The reverse of the shot shows aspects of the car that Brabus has re-engineered.
The pack was written by Neil Harris and art directed by Richard Gorton-Lee.
Sam Bridger, Smart's head of marketing for the UK and Ireland, said: "The Smart roadster Brabus' premium positioning requires all communications pieces to reflect this, while retaining the essential roadster qualities of a fun driving experience."
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