Increase the number of test-drives to drive sales of the new Smart Fortwo model in a cost-effective and easy to handle mailing that our Smart dealers could use on a free basis/on request.

A direct mailing that included an easy to assemble cardboard frame. The wearer of those glasses experienced what he/she would experience by driving a smart car. Seeing the dashboard and adjustable side mirrors that allowed them to see what’s behind him.

38% response rate from those qualified leads. They included many requests for an extra pair of glasses. 21.7% of them actually scheduled a test-drive within the first month at participating Smart dealers. Free and joyful newspaper coverage in Germany’s biggest, most trustworthy magazine “Der Spiegel”. Plus viral spreading onto over 20 advertising, PR and automotive blogs all over the world.