smart - extended by popular demand

.September 24, 2003
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smart - extended by popular demand

Start of the advertising campaign for the smart forfour

Photo: smart

Böblingen - On October 01 smart will start a wide advertising campaign for the launch of the four-seater smart forfour in its core European markets (Germany, Italy, France, Belgium, Holland, Spain, Switzerland). The international campaign to pre-position the new car will focus on smart's core brand values of innovation, functionality and joie de vivre.

"open your mind. The smart forfour is coming." is the motto of the international communication package which takes up the smart brand slogan and shows that smart has progressed from a single product brand to a multi-product brand. As the international lead agency, Springer & Jacoby developed the creative concept which was implemented in all communication measures together with the network of all central and local smart agencies. Parallel to this, a new, standardised look for the campaign was developed to ensure integrated communication.

With these measures, smart is starting a classic advertising drive just under seven months before the product launch. The print motifs attract attention with short, striking headings on the left-hand side of the advertisement which link the brand values to the smart forfour. These are combined with high quality product photos taken from unusual perspectives on the right-hand side of the advertisement.

"With the print advertisements in a side-by-side format and pictures which dramatically spotlight the smart forfour we aim to attract attention in popular magazines" says Oliver Hoffmann, Head of Marketing Communications at smart. "The communications package for the forfour uses our punchy brand slogan "open your mind." for the second time following its use in the smart roadster campaign."

"open your mind." embodies the smart way of thinking and acting. The company looks at things in an unconventional way and questions the status quo before coming up with new ideas. This attitude is also demonstrated by the new member of the family: the smart forfour. The four-seater car from smart is the first car in its segment to combine the functionality of a small car with the emotional appeal of a young car make. The new smart model will be available from April 2004.

Numerous activities have already started within the framework of the advance campaign, first and foremost sponsorship of Robbie Williams' European tour which is accompanied by a smart forfour roadshow. In addition to this there are various CRM measures, advertising media and a special topic on the smart website (www.smart.com).

(September 19, 2003)

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