A “Smarter” Dealer Roll–Out

The Jupiter Drawing Room (Johannesburg) is the innovative agency behind South African leg of the ‘Smart World Tour’. Using the platform of a ‘band’ on a world tour, the campaign aims at driving awareness regarding the Smart car brand, whilst showcasing the various models to the South African public.

Trudy Miller, Account Director at The Jupiter Drawing Room
(Johannesburg), says: “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. Smart cars will be available at 29 Mercedes-Benz dealerships county-wide going forward.”

The campaign sees 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 obstacle courses, give-aways and other promotional elements will be held at the newly appointed Smart dealerships.

The campaign is supported by the Forfour Smart TV commercials as well as extensive radio activity across many stations which includes advertising as well as ‘interviews’ with the band. In addition to this, there is a street pole campaign and press advertising further driving awareness. There will also be tour T-shirts worn by all ‘crew’, and posters have been generated which resemble a rock n’ roll theme.

For more details on the Smart World Tour, visit www.smart.co.za or contact Liesel Eales on 012 677 1568 or get your free ticket to join the tour from your nearest Computicket.

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