As people are most interested in easy parking when they’re sitting in their car, we had to catch them there. We found a way to address our campaign solely to drivers by using a completely unused medium: the car radio display. The transmission of our parking message was via Radio Data System (RDS), which usually indicates the name of the radio station or its frequency. Now it was used for the first time to transmit an advertising message. Additionally, a telephone number was displayed to arrange a test drive.

Car drivers were shown a new opportunity to drive through the city stress-free and to find a parking spot more easily: in a smart fortwo.

Local smart dealers reported an increase of test-drives by up to 10 percent in comparison to the same period in 2008.