| Title | On Rails |
| Title (original language) | Auf Schienen |
| Agency | Springer & Jacoby Germany |
| Campaign | On Rails |
| Advertiser | DaimlerChrysler |
| Brand | Smart |
| Posted | March 2005 |
| Product | Forfour |
| Business Sector | Compact & Small Cars |
| Tagline | Open your mind |
| Philosophy | The presentation of a new car takes place where it is least expected: on the Berlin subway rails - one week before it hits the street. Headline: "From April 24th also on the road. The smart forfour." |
| Problem | Following an extensive test Phase, the smart ForFour was introduced to the market in April 2004. Non-classic advertising promotions were used to generate product awareness. |
| Result | This spectacular promotion was witnessed by approximately 1 million subway guests. |
| Media Type | Promotion & Event |
| Length | |
| Market | Germany |
| Creative Director | Matthias Harbeck |
| Creative Director | Dirk Haeusermann |
| Copywriter | Jan Krause |
| Copywriter | Daniel Ernsting |
| Copywriter | Christiane Rein |
| Art Director | Alexander Sehrbrock |
| Art Director | Nina Pohl |
| Art Director | Birgit Hogrefe |
More Work
SEE ALLThe Undersea Billboard
- BRAND:
- Nivea
- AGENCY:
- FCB Hamburg
Greek Temple
- BRAND:
- Held Vodka
- AGENCY:
- FCB Hamburg
Valhalla
- BRAND:
- Held Vodka
- AGENCY:
- FCB Hamburg
Mayan Temple
- BRAND:
- Held Vodka
- AGENCY:
- FCB Hamburg
Culture 4
- BRAND:
- Mercedes-Benz
- AGENCY:
- Jung von Matt AG
Culture 3
- BRAND:
- Mercedes-Benz
- AGENCY:
- Jung von Matt AG
Culture 2
- BRAND:
- Mercedes-Benz
- AGENCY:
- Jung von Matt AG
Culture 1
- BRAND:
- Mercedes-Benz
- AGENCY:
- Jung von Matt AG
Underwater Case
- BRAND:
- Olympus
- AGENCY:
- Springer & Jacoby Germany