The campaign aims to encourage test drives, and features a one-piece mailing called Glovebox Guru, which playfully mimics a piece of self-improvement literature, to support a similarly-themed . Lines include: "Check your rucksack of wrath in the boot".
The Claydon Heeley-created Flash website features Matt Berry from Channel 4 drama series 'IT Crowd' as the fictitious Dr Tridion, an irreverent lifestyle coach who shows visitors the benefits of the Smart Fortwo in a city driving segue called, 'The Road to Enlightenment'.
The model, which is available as a coupe and cabriolet, launched in the UK on September 15 and has a price range that begins at £6,900.
Smart launched a multimillion-pound integrated campaign created by Omnicom's AMV BBDO and Zulu Network at the beginning of September, featuring a dedicated website, press activity, outdoor, online ads, direct mail and radio spots on Virgin Radio's 'Christian O'Connell Breakfast Show'.
Peter Harle, executive creative director at Claydon Heeley, said: "Glovebox Guru is a beautifully written and illustrated test drive pack, showing that people who drive Smart Cars are calm and enlightened drivers."