The Smart Car is perfect for cities, which got us thinking: our competition are not other cars, but public transport and bikes. More nimble than a bike and more convenient than any bus or underground, makes the Smart Car perfect for London. We paired this with the fact that a Smart Car fits almost perfectly inside a standard bus shelter ad to show the car in actual size, in commuter hot zones around London*
(*though this could be adapted to any UK urban centre)
Getting people to drive a Smart Car is crucial - according to Mercedes is the biggest factor in driving purchase. So we kept to the strategy and did our own take on London bikes.