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CASE STUDY: Smart forfour Product Launch with Times Newspapers

Provided by News UK
This campaign gained industry recognition - a unique online platform game created from the TV campaign, challenging perceptions

What was the Challenge / Background of the Campaign?

The automobile Smart right hand drive forfour was a new product launch & with the other smart objectives in mind, needed to reach out to as many people as possible and change brand perception. The solution was a friendly family image which took the lemming character from the TV ad campaign to a unique online platform game called "Smartlings". TNL Development organised an in-paper advertising campaign across The Times, The Sunday Times, The Sun and The News of the World - reaching 4 in 10 of the UK's adult population. Find out more...

What was the Campaign Objective?

Smart objectives: There were three key marketing objectives behind the activity. - Launch the right hand drive forfour into the UK market. - To use the launch of forfour to re-position the smart brand and challenge existing perceptions. - Move the brand to the mainstream. - Times Newspapers were challenged, along with 60 other media owners, to develop innovative creative media ideas that would create standout above the clutter of other B-Segment car advertising and that would deliver against the smart core brand values of joy of life, functionality and innovation.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsTimes circulation of 600,962.
16 - 24
25 - 34
35 - 44
Female
Male
AB
ABC1
LOCAL MEDIA / NATIONAL
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDIRECT RESPONSE
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