Account director Trudy Miller says: "Previously smart was only available at five Mercedes-Benz dealerships but going forward they will be available at 29 dealerships nationwide. The smart Tour also aims to reinforce the connection between the Mercedes-Benz and smart brand by getting consumers into the dealerships to test drive any one of the models."
The campaign sees two convoys of the various smart models start their journey at Polokwane and Potchefstroom respectively and then traverse the country. The tour will include two day stop-offs at each destination where fun days will be held at the newly appointed smart dealerships, including obstacle courses, giveaways and other promotional elements.
Tickets to the band's tour can be collected free of charge from Computicket who have come on board. Tickets give consumers access to the events held at the dealerships nationwide.
The campaign is supported by the forfour smart TV commercial as well as radio activity which includes advertising and interviews with the band. This is backed by a street pole campaign and press advertising further driving awareness.
Renee Silverstone, CEO of The Jupiter Drawing Room: Johannesburg, says: "This really novel approach has ensured that the team on smart have truly stretched their creativity whilst still remaining focused on the objectives. This kind of creative innovation is something we're proud to see more and more clients embracing."
