The campaign – which centres around - includes press, posters, tube cards, on-line advertising, direct mail, inserts, email & radio, plus a drive-time promotion on Virgin Radio’s Christian O’Connell Breakfast Show.
The campaign parodies the self-improvement genre by using the theme ‘Discover the road to enlightenment’. The site is hosted by a fictional life coach character called Dr. Tridion, played by comedian Matt Berry, who takes users through common frustrating driving scenarios aiming to position the fortwo model as the solution.
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.”
Zuluand AMV BBDO were awarded the smart business in February. Zulu has handled sister brand Mercedes-Benz since 2004. BJK&E, which will be handling the media planning and buying, has handled Mercedes-Benz and smart since 2000.
Matt Berry’s TV credits include Gareth Merenghi's Dark Place, Vic Reeves and Bob Mortimer’s Monkey Trousers, Steve Coogan’s Sketch Show, The Mighty Boosh, Snuff Box and the IT Crowd, as well as being a celebrated musician and composer in his own right.
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