Tom Hanks on the run through Paris in a smart fortwo (May 18, 2006)
“The Da Vinci Code” celebrated its world premiere in Cannes
The Da Vinci Code movie was screened for the first time ever yesterday at the Cannes Film Festival. In Canada, the film will premiere tomorrow Friday, May 19th. In this movie, the smart fortwo plays an important role as Audrey Tautou and Tom Hanks race through the heart of Paris in the zippy two-seater.
This is the second big screen appearance of the fortwo this year. The smart charmed moviegoers as Inspector Clouseau’s official car in the remake of the classic “Pink Panther.”
In “The Da Vinci Code,” the head curator of the Paris Louvre is murdered. He leaves mysterious clues of a hidden code in the works of Leonardo da Vinci. The symbologist Robert Langdon, played by Tom Hanks, is the prime suspect. But the police are not the only ones following him: an obscure sect is after him too. Its members will do anything to stop him from continuing his research.
The smart demonstrates its qualities as an agile city car in a hair-raising chase scene: the smart speeds backwards along a footpath, and then just makes it across the road between two freight trucks coming from opposite directions.
The bestselling novel on which the film is based also had the heroes making their escape in a smart fortwo. Director Ron Howard and the producers agreed from the very beginning that the smart had to have a part in the movie.
Genius meets smart technology
Product placement is an important part of the strategic orientation of smart’s marketing mix. “In order to appeal more directly to our smart target groups, we see the key benefits of concentrating our marketing activities on integrated promotions, product placements and sponsorships,” says JoAnne Caza, Director, Communications and Public Relations for Mercedes-Benz Canada.
The campaign’s claim “The mystery revealed.” alludes to the enigmatic events in the movie. The campaign establishes a link between the smart and Leonardo’s ingenious inventions. “The smart fortwo is ahead of its time, just like da Vinci,” explains Caza. “Its revolutionary concept has set new standards. Thanks to its unparalleled maneuverability, its safe construction and intelligent design, it has already become the ideal car for more than 6,000 Canadians.”
A strong presence on the Internet and on the local level
smart Canada has developed a “The mystery revealed” microsite to reach the smart target group. Visitors can enter a virtual da Vinci studio through www.thesmart.ca. The microsite includes sketches of the fortwo, drawn in the style of da Vinci, descriptions of smart features like the tridion safety cell, a photo gallery, the movie trailer and an e-vite to send to friends.
On May 27th, there is also another opportunity for existing smart customers and potential customers alike to take part in three da Vinci events. These are smart gatherings taking place in:
Montreal – Montreal Science Centre
Toronto- The Boiler House Complex – Distillery District
Vancouver – Ron Basford Park, Granville Island
More information on these events at www.thesmart.ca
The Da Vinci Code movie was screened for the first time ever yesterday at the Cannes Film Festival. In Canada, the film will premiere tomorrow Friday, May 19th. In this movie, the smart fortwo plays an important role as Audrey Tautou and Tom Hanks race through the heart of Paris in the zippy two-seater.
This is the second big screen appearance of the fortwo this year. The smart charmed moviegoers as Inspector Clouseau’s official car in the remake of the classic “Pink Panther.”
In “The Da Vinci Code,” the head curator of the Paris Louvre is murdered. He leaves mysterious clues of a hidden code in the works of Leonardo da Vinci. The symbologist Robert Langdon, played by Tom Hanks, is the prime suspect. But the police are not the only ones following him: an obscure sect is after him too. Its members will do anything to stop him from continuing his research.
The smart demonstrates its qualities as an agile city car in a hair-raising chase scene: the smart speeds backwards along a footpath, and then just makes it across the road between two freight trucks coming from opposite directions.
The bestselling novel on which the film is based also had the heroes making their escape in a smart fortwo. Director Ron Howard and the producers agreed from the very beginning that the smart had to have a part in the movie.
Genius meets smart technology
Product placement is an important part of the strategic orientation of smart’s marketing mix. “In order to appeal more directly to our smart target groups, we see the key benefits of concentrating our marketing activities on integrated promotions, product placements and sponsorships,” says JoAnne Caza, Director, Communications and Public Relations for Mercedes-Benz Canada.
The campaign’s claim “The mystery revealed.” alludes to the enigmatic events in the movie. The campaign establishes a link between the smart and Leonardo’s ingenious inventions. “The smart fortwo is ahead of its time, just like da Vinci,” explains Caza. “Its revolutionary concept has set new standards. Thanks to its unparalleled maneuverability, its safe construction and intelligent design, it has already become the ideal car for more than 6,000 Canadians.”
A strong presence on the Internet and on the local level
smart Canada has developed a “The mystery revealed” microsite to reach the smart target group. Visitors can enter a virtual da Vinci studio through www.thesmart.ca. The microsite includes sketches of the fortwo, drawn in the style of da Vinci, descriptions of smart features like the tridion safety cell, a photo gallery, the movie trailer and an e-vite to send to friends.
On May 27th, there is also another opportunity for existing smart customers and potential customers alike to take part in three da Vinci events. These are smart gatherings taking place in:
Montreal – Montreal Science Centre
Toronto- The Boiler House Complex – Distillery District
Vancouver – Ron Basford Park, Granville Island
More information on these events at www.thesmart.ca
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