MINI Ambient, Case study MISPLACED AIRBAG [video] by Publicis Mexico

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MISPLACED AIRBAG [video]

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Industry Cars, Traffic safety
Media Ambient, Case study
Market Mexico
Agency Publicis Mexico
Director Julio Carlos Ramos
Executive Creative Director Hector Fernandez
Creative Director Gabriel Ramos- Jessica Apellaniz
Producer Laura Morales, Victor Dávila
Photographer Paco De Burgos
Account Supervisor Juan Carlos Tapia, Mark Nakamichi
Released May 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Bars, Restaurants & Stores, etc. Bronze

Credits & Description

Advertiser: MINI
Agency: PUBLICIS MEXICO
Category: Public Health & Safety, Pubic Awareness Messages
Advertising campaign: MISPLACED AIRBAG
Associate Creative Director: Christian Santacruz "pimpon" (Publicis México)
Worldwide Creative Director: Erik Vervroegen (Publicis)
Creative Director: Luis "madruga" Enríquez (Publicis México)
Photographer: Paco De Burgos (Lemon Films)
Creative Director: Jessica Apellaniz (Publicis México)
Account Supervisor: Mark Nakamichi (Publicis México)
Sfx: Mau (Lemon Films)
Advertiser's Supervisor: Alfredo Necohechea (Publicis México)
Executive Creative Director: Héctor Fernández (Publicis México)
Account Supervisor: Juan Carlos Tapia (Publicis México)
Director: Julio Carlos Ramos (Lemon Films)
Producer: Laura Morales (Lemon Films)
Producer: Victor Dávila (Lemon Films)
Relevancy
The connection with the target was achieved trough a positive message in a different way, who would have thought that an airbag could emerge from nowhere while you're making up? It built a stronger bond with the brand and the target by communicating a vital message.
Outcome
* With an only investment of 37,000 USD we obtained 700,000 USD in free media. * The activation generated thousands of online conversations after just one week. * We got more than 80 impacts in the 20 places where we put the device.
Client Brief Or Objective
Sensitize our target on a subject to which they are exposed every day, accidents caused by making up while driving.
Implementation
By recreating the experience of an accident caused by making up we approached women to the problem in a direct and surprising way, only that this time in front of a bathroom's mirror with an airbag that comes out of nowhere while they're making up.The response of those who lived the experience was immediate and in a short amount of time people began to talk about the matter in social network, it seems strong at first but manages to be memorable and fun.