Each year, media owners compete for the ad budget by devising innovative ideas for particular DaimlerChrysler marques.
The newly formed development division at Wapping, which creates innovative solutions across all the Times Newspapers media platforms, beat 60 other entrants to the brief.
The Times' solution centres around an interactive game, called "Smartlings", which features lemmings with special powers that match some of the key attributes of the new Smart forfour. The Smartlings use these powers to find their way through the game.
Strategic advertising and a game promotion will appear across The Times, The Sunday Times and Times Online and there will be sponsorship of the games channel in The Month. Activity will also appear in other News International titles including The Sun and The News of the World.
Claire Myerscough, the Times Newspapers development director, said: "This is a reflection of our ability to match the increasing demands of clients and their agencies for impact, creativity and, above all, solutions that are most effective against the brief."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
