Even before the launch of the new Smart Fortwo, we were aiming to get in touch with as many people as possible all over Europe. Therefore we developed the Smart-and-the-city tour, a voyage through 27 European cities. Our drivers were people who, like thousands of others, had applied on the internet and had been voted for.The task: encounter the unsung heroes of each city.These 'heroes' had also applied on the internet to represent their cities. The encounters between our protagonists and the heroes were regularly made available as tour diary films on the website and they enthused a rapidly growing fan base.

The campaign had to be carried out with a comparatively low budget Europe-wide in order to arouse interest in the smart and to generate pre-orders. To publicise the tour we took existing smart customers who we considered to be multipliers to the spread of the idea, so as to exploit the viral potential of the concept and to cultivate an enthusiastic fan base. As the tour became known and accepted by the community, we applied accompanying measures, like bannering, tv spots, media co-operation and online promotions in order to generate even more traffic for the site.