Daimler pushes its Brabus roadster via mailpack by Rapier

DaimlerChrysler is promoting its Brabus roadster with a direct marketing campaign that suggests the car is "not for the faint-hearted".

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."

David Prideaux, Rapier's creative director, described the campaign's theme as "an idea built around a response that demonstrates Brabus' positioning at the same time".

The roadster comes a year after Smart launched a Brabus version of the Smart car with a print campaign by Maher Bird Associates.


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