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With a message that the car allows drivers to "see the city with new eyes", it will encourage listeners to follow the "road to enlightenment" and will feature Virgin Radio's security guard, Martin – who, it is said, talks to everyone and sees everything.
Every day Martin will drive around a different UK city and listeners have to work out where he is in order to be in with a chance to win "enlightening activity" prizes, such as tai chi in China, yoga in Thailand and charka-balancing in India.
Launching on Monday (10 September) the campaign will include a branded microsite at virginradio.co.uk where listeners can try to win further prizes.
Richard Payne, marketing communications manager at smart, said the station's listeners fitted with the company's target demographic while the "quirky nature" of the promotion suited the brand.