The campaign, called "reasons", consists of two key propositions - a Smart Car is inexpensive to buy and to run and is safe to drive. It uses the line: "From only 13.8p per mile to run including £6,265 on the road."
The outdoor, press and radio campaign starts this weekend and runs until October. The ads were written by Richard Spencer and Tony Hill, and art directed by Graham Kerr and Dave Weller.
Drayton Bird Partnerships and Syzygy will be carrying out the direct marketing and web campaigns respectively. These will promote the car's reliability, its driving experience and customer service.
BJK&E handles media and the senior planner/buyer, Katy Driver, said the press work would complement the brand awareness created by cinema and outdoor ads.