We created "Your Brainy Travel Buddy" which functioned as a normal owner's manual, but doubled up as a traveller’s game book and included some very difficult, but fun, smart related games. It was accompanied by a smart pencil and a thinking cap and packaged in a trendy smart shaped bag. The smart Welcome Pack wasn’t designed to do the conventional selling job of a direct marketing piece, it was ultimately created to directly sell the brand in the long run.

By sending these directly to new smart owners, we reinforced smart’s quirky, clever personality, ultimately creating a customer base of loyal and loving consumers willing to stick with the brand and become smart’s best advocates. Proof that our market truly interacted with the brand lies in the numerous calls we received requesting answers for the games.