MINI
MINI OOH strategy: Unplug your adventure.
Challenge
To create a striking window display for the New MINI Countryman Plug-In Hybrid, to highlight the features of the extended range and the ability to go further than the majority of hybrids on the market.
Solution
We proposed 9 different concepts with a focus on adventure. The development in battery life for the plug-in hybrids, meant customers were able to travel further than previous. MINI led in the developments in this space. So our creative was driven by the concept of ‘unplugging your adventure’ with the bold yellow for brand recognition.
Result
The approved concept embodied a visual journey, from the starting point to the finish, the passer-by learns about the core improvements of the MINI Countryman’s plug-in hybrid’s capabilities and understands that this is a model which you aren’t confined to city life. Pack up and go!
MINI Electric takeover: Social Campaign.
Challenge
A big initiative to drive awareness towards the launch of the new MINI Electric. We were tasked of leading the creative to draw attention to the model as well as show the benefits of moving to Electric
Solution
We provided 3 pathways in the beginning to tackle the assigned challenge. With the clear winner fed back from the team at MINI, we went into production. The delivery included a social takeover spread, instant experience, display ads, sales collateral and collaboration content in partnership with a range of influencers.
Result
We saw an uplift in engagement and enquiries after the campaign went live. We effectively communicated the infrastructural development's benefits - leading to ease in charging, alongside MINI’s new and improved long range and customisation options creating a truly unique experience for each customer.
COVID campaign: Change is on the horizon.
Challenge
We were tasked to build and deploy a communications strategy that was fast to market to explain the changes in the sales process, communicating to their audience that MINI are equipped to handle a Covid friendly sales and delivery service.
Solution
After successful integration of the ‘Change is on the horizon’ campaign with BMW we were tasked of building out the comms to support MINI roll-out.
Result
A brand relevant empowering campaign with optimism & hope at a time when there was great uncertainty. Total campaign completely integrated within 1 month. After comms roll-out there was an increase in sales.
