The smart fortwo face lift encompasses a number of new standard features such as an improved chassis, electronic stability programme (esp) including anti-lock braking system (abs), as well as the new hill start facilitator. None of these new features are visible. That’s why the mailing offers customers and prospects exclusive insights: x-rays of the smart fortwo. Attached labels offer short and informative explanations of the pictures – as in real life x-rays. Both the selection of materials and the graphic design were done with the greatest attention to authenticity.

The mailing was used in Germany, as well as in Switzerland, Belgium, Spain, France, the Netherlands and Sweden. The total circulation went to roughly 150,000 smart customers and prospects. About 2% of existing customers responded by mail, slightly fewer – 1.94% – of prospects. More important, however, is an increase in test drives within the time period (also stimulated by the cover letter directing recipients to their nearest smart centre). In Germany, the increase in test drives amounted to an increase plus of 12% vs previous year’s comparative period of time.