DCX is launching a new and very interesting marketing campaign for their Smart brand in Europe, which is supposed to reward those that do good deeds. Europe is full of secret heroes. And smart is giving these heroes a voice. The “smart and the city” tour starts on 22 January in the Spanish city of Madrid. After stops in Portugal, France, Belgium, the Netherlands, Germany, Austria and Switzerland the tour will end in Italy in March. Stops in a total of 30 towns and cities in nine countries are scheduled for the tour.

The tour reporters, a 27 year old woman from Berlin and a 42 year old man from Amsterdam, will interview the secret heroes. These two were elected over other applicants from more than 20 countries in a public online vote. The two winners will take to the road in a new smart fortwo and will have a team at their side to take pictures of their encounters with the local heroes. All films can be viewed on the internet at www.smart-and-the-city.com. By the end of the tour people from Lisbon, Paris, Berlin, Amsterdam, Milan or Rome will have told their personal stories and a collage will give internet users an impression of urban life in their cities.

Those interested can still register with their story www.smart-and-the-city.com until the end of January, or suggest a person they know as a hero and so have a chance of being involved in the tour themselves.

It is a very interesting campaign that will not only exposed the new Fortwo to the consumers, but also showcase its people friendly character. I think that this will have an impact at how consumers view the Smart, which could lead the to buy one down the raod.