Smart promotes Brabus car with bespoke billboards

LONDON - Car manufacturer Daimler has launched an 11-week, multi-platform campaign to promote its Smart Brabus mini cars, and give the Smart brand stand-out in a growing car segment.

Mini billboards: promoting Smart Brabus model
Mini billboards: promoting Smart Brabus model

The campaign, created by Omnicom agency AMV and integrated agency Weapon7 and booked through WPP media agency Maxus and WPP out-of-home agency Kinetic, aims to raise awareness of the Smart brand and promote Smart's personality through outdoor, online, inserts and direct mail.

It will promote the Brabus tailor-made concept and the creative emphasises the individuality, size and style of the car that can be colour-customised inside and out.

Alongside 48-sheets and digital out-of-home, Smart is using bespoke billboards that are tailor-made to squeeze into the space between large billboards, in the same way the Smart car can fit in between larger vehicles.

The mini-Smart billboards were first used in 2004, and Spencer Berwin, managing director of sales at JCDecaux, which is carrying the ads, said Smart's billboards "caused a sensation when they arrived on the streets" then.

Berwin said: "The 2010 campaign operates in a very different media environment, yet still deploys 'traditional' outdoor for stand-out and for reaching a mass-audience, with digital outdoor adding a new immediacy."

The last activity for the Smart brand was a TV campaign for the new Smart diesel, which was supported by online, inserts and DM.