The integrated campaign, created by a joint team from Omnicom's AMV BBDO and Zulu Network, includes a dedicated website, press activity, outdoor, online ads, direct mail and radio.
The campaign parodies the self-improvement genre, through a fictional life coach character called Dr. Tridion, played by comedian Matt Berry. It uses the strapline: "Discover the road to enlightenment."
There will also be a drive-time promotion on Virgin Radio's 'Christian O'Connell Breakfast Show'.
The dedicated offers users an interactive character-driven game, which shows how the Smart Fortwo outmanoeuvres traffic jams and other urban driving situations.
Richard Payne, marketing communications manager at Smart, said: "This is the first major campaign for Smart for quite some time, and the new Fortwo is a major milestone in the brand's history.
"It's also the first campaign from AMV and Zulu and we're really pleased with the way the agencies have collaborated. This integrated launch encapsulates the spirit of the Smart brand."
The Zulu Network, which includes Claydon Heeley and Agency Republic, picked up the Smart business in February, alongside AMV BBDO.
Zulu has handled Mercedes-Benz since 2004. Media planning and buying was handled by BJK&E, which has worked on the Mercedes-Benz business since 2000.
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