The Road To Enlightenment
smart (DCUK Limited)
Issue 5 | July 2008
Agency
Claydon Heeley, a division of Zulu Network
Creative Team
Peter Harle - Executive Creative Director;Maxine Gregson - Creative Director;Johnny Watters - Copywriter;Deon Sensky - Art Director
Production Team
MIsha Manson Smith - Director;Sneezing Tree - Film Production
Other Credits
Chris Westlake - Client Partner;Kate Bourke - Business Director;Paul Jakimciw - Senior Account Manager
Date
September 2007
Background
The aim of the campaign was to support the launch of the new generation smart fortwo - more powerful, more agile, and roomier than the previous model.
Idea
Rather than champion just one aspect of the car, the agency decided to create a holistic approach to happier city driving, with the new smart fortwo at its centre. They created a fictional lifestyle coach, Dr Tridion, and a whole new philosophy on city driving. 'The Road to Enlightenment' is an entertaining self-help course, designed to help you become a happier driver - this includes psychological driving tests, in-car self-help cards, mind-bending podcasts, and a host of other quirky elements.
The central hub of the campaign is Dr Tridion's site - www.smartenlightenment.co.uk - where you can take Dr Tridion's test to diagnose your driving demeanour and see what he can do to help. Or allow him to read you some extracts from his best selling book, and learn how the new smart fortwo can boost your confidence, give you the drive to succeed, and make you feel even better about yourself. Customers were driven to the site via a series of interactive banner ads, demonstrating key product points in self-help language. A mail pack - The Glovebox Guru - contained self-help cards designed to calm distressed drivers. Supporting press, posters and radio elements were developed with AMV BBDO.
Results
Not yet available.
Target Audience
Prospects, current fortwo owners looking to upgrade, lapsed customers and Mercedes-Benz owners looking to purchase a second car.
Size
120,000 mailings
Our Thoughts
This is one of those packs that could have been awful if it hadn’t been so well written. Parody only really works when it takes seriously that which it is lampooning. The booklet made me laugh out loud. The online component did less for me because, personally, I thought the casting could have been better. But our publisher thought the website was hilarious. Either way, smart stuff.