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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 ...