The chosen advertising campaigns on which we put our comments are very popular, so that the target group immediately realised the change. This was completely new and breaking the rules. The statements were not meant to be derogatory regarding the other products and brands, they just presented the advantages of the smart roadster with a twinkle in the eyes.

The way of putting comments on other ads was a very cost-efficient way to get a lot of attention. Thousands of tip-on cards were sent back in the first days. Additionally, the most famous German newspapers wrote about this campaign and increased the awareness for the smart roadster even more.