Smart has a network of authorised dealers in Spain. One of its main sources of income is in post-sales service. Smart’s servicing prices in authorised garages are considerably higher than unauthorised garages, so dealers are losing a market share. To combat this, the 'Free Summer Check-up' was created. It seeks to promote client loyalty to post-sales service, transmitting the Smart Image as more daring and casual than its competitors. The aim was to drive Smart owners towards the authorised garages.

The check-up includes both the interior and exterior of the vehicle. In this sense, it resembles a medical check-up, which only an authorised Smart garage is capable of carrying out.That is why an envelope was sent containing an X-ray of the “skeleton” of a Smart with the following phrase: “We give your Smart a check-up with care. And for free.” Furthermore, an “Allergy report” informed of the possibility of purchasing a Smart Care Box to combat summer allergies that Smart is prone to: ultraviolet rays, kamikaze flies…

Seasonality was of key importance in the results achieved, as the mail shot was sent just before the summer, a season in which much servicing is carried out owing to the weather conditions. 12,256 mail shots, 645 check-ups. A 5.2% conversion rate, 32% more than last year.