MBA launches multimedia work for Smart car models

DaimlerChrysler is promoting the design features of its compact, city-friendly Smart Cabrio and Smart City-Coupe models with a cross-media campaign.

The campaign was developed by Maher Bird Asso-ciates and introduces the strapline: "Go a different way." It will include press, outdoor, radio, online and ambient executions.

The four print ads, which will run in national newspapers, men's and women's magazines and automotive titles, feature two Smart models back-to-back.

Accompanying copy includes lines such as "objects in the rear-view mirror are as conservative as they appear", "avoid the middle of the road", and "find your niche", which all highlight the compact size of the cars.

Supporting radio activity breaks on 21 April on stations including XFM, Century, Galaxy 105, Heart and GWR.

Each execution uses a 30-second clip of music that contrasts with what the station usually plays, such as classical music during a programme devoted to dance music.

The voiceover that follows says: "You're not listening to the wrong station, we just thought you'd like to try something new. If you're open to something different, take a look at the new Smart City-Coupe or Cabrio."

The digital agency Syzygy has created a microsite, www., to target young urbanites. Users can take a Flash-animated car journey through town and country that highlights the Smart car features.

The spots were written by Tony Hill and art directed by Dave Weller.

Planning and buying is through BJK&E.