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Farm has created a multi-media campaign to launch the first four-seater Smart car, the Smart forfour.
The TV, press and outdoor campaign targets an ABC1 audience with a slight female bias. It aims to highlight the car's innovative product features and to present the car as having big technology in a small four-seater.
A 40-second ad, 'kaleidoscope', launches on satellite and terrestrial TV channels on 19 July, as well as in cinemas on 23 July. This features the car through a kaleidoscope, rotating and morphing through different colour combinations. The voiceover explains that kaleidoscopes were Smart's inspiration for designing the car in 30 different …