Gaining public interest in the launch of a new car is not easy with a limited media budget. That’s why we needed to find alternative showcases for the smart forfour that were both spectacular and efficient.

Customer enquiries and interest in the smart forfour leapt in the Berlin area after the event. Press and TV reports significantly increased awareness of the new model, and nationwide interest in the event helped increase test-drive bookings.

The highly unusual location – and the charming “explanation” in the headline – made for a spectacular event, attracting coverage in the press and on TV.

Almost 250,000 people were astonished to see the smart forfour driving past them on the subway tracks. Reactions ranged from delight to sheer amazement, making the smart forfour a hot topic of conversation for those present and many others who didn’t see the event at first hand.

We showed off the smart forfour where no car had ever been before: the subway. One week before the official launch date, we drove the smart forfour through the Berlin subway network. Our headline: “Hitting the road on 24 April. The smart forfour.”