This response-orientated banner campaign demonstrates the wide range of advantages which a smart offers - even as a second-hand car. Over the year, the individual advantages of the smart are brought out in a simple yet exciting way. The banners were placed on auto sites and used car listings in order to get over-25s and young families interested and to prompt them to take a further look online. The extraordinary success, as far as the response and the conversion rate are concerned, confirms our attempt to strongly bring out individual characteristics in the banner format.