In the film ‘The Da Vinci Code’, the smart for two, is seen in an extremely prominent role as an escape car in an urban traffic environment. The film had a very high profile and was shown to a worldwide audience. We exploited the positive image and the strong awareness of this blockbuster as a communicative tool to further strengthen the view of the smart fortwo as THE urban car. An accurate, communicative exploitation of the product placement platform through all sectors and communication channels, carries the objective of promoting the smart fortwo image, as well as generating traffic at the POS.

Target group: prospective for two buyers

Doubts as to whether anyone would take the time to read a whole book proved groundless. Our target group did indeed take the time: 2.3% placed advance orders for the new smart, and the response rate was 11.48%.