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Daimler pushes its Brabus roadster via mailpack by Rapier.(Brief Article)

Campaign

| August 06, 2004 | COPYRIGHT 2004 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

DaimlerChrysler is promoting its Brabus roadster with a direct marketing campaignthat suggests the car is 'not for the faint-hearted'.

Rapier produced the initiative for the roadster, part of the high-performance Brabus marque created by Smart to appeal to up-market drivers.

Targeting key Brabus prospects, the campaign aims to dramatise the experience of driving the car. The DM pack contains a shot of the car and a response card that asks would-be customers wanting to book a test drive to confirm they are not 'prone to dizzy spells or light-headedness, are not of a nervous disposition and have never been diagnosed as over-emotional'.

The reverse of the shot shows aspects of the car that Brabus has ...

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