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APPEALING TO THE HEART AND MIND

The biggest news in the small car market this year has been the arrival of the new generation smart cars; fortwo and forfour. The RSM marketing account team developed a comprehensive launch pack for seven retailers in Birmingham, Manchester and London. Launching on Valentine’s Day, RSM responded with a campaign encouraging customers to fall in love with the new smart offering. Creative application of marketing materials, such as revealing how a 42-inch TV will fit in a smart, communicated the fun, stylish, versatility of the city car, with additional social media support encouraging showroom footfall. As a result of the two-day marketing campaign, the launch of the next generation smart was well received by customers, with 41 models sold and a total of 314 attendees across Birmingham and Manchester. “With a car that has undergone improvements in virtually all areas, we wanted to ensure all these attributes could be communicated to make smart stand out from the crowd. Yet again RSM successfully provided turnkey support giving us peace of mind for the heart and mind campaign,” said the Group Marketing and CRM Director of Mercedes-Benz Retail Group.