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.

21.7% increase of test-drives 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 blwogs all over the world.