CHALLENGE: Many people think that Smart cars are unsafe due to their small size, however this is untrue and performs just as well as many other compact cars. These people could be potential customers but need convincing. 

 

STRATEGY: Show that Smart cars are safe. 

 

CONCEPT: Demonstrate that just because things are small, doesn't make them unsafe. We use many everyday small items to protect us, such as shoes, suncream, umbrellas. The idea is summed up using the new campaign tagline "Small protection. That's Smart". 

 

Below I have included billboard poster ideas and internet banners.