Smart direct mail case study

The aim of this campaign was to support the launch of the new-generation smart fortwo car. Rather than champion just one aspect of the car, the agency decided to create a holistic approach to happier city driving.

The hub of the Claydon Heeley campaign was a tongue-in-cheek self-help website where potential customers could take a test to diagnose their driving behaviour.

They were driven to the site via a series of interactive banner ads, demonstrating key product points in self-help language. A mail pack – The Glovebox Guru – contained self-help cards designed to calm distressed drivers.

Supporting press, posters and radio elements for the car's launch were developed with AMV BBDO.