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.