MINI Design & Branding, Case study, Making of ANOTHER DAY. ANOTHER ADVENTURE. by Bsur Amsterdam, KKLD*, VICE MEDIA Brooklyn

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ANOTHER DAY. ANOTHER ADVENTURE.

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Industry Cars
Media Design & Branding, Case study, Making of
Market Germany
Agency Bsur Amsterdam
Executive Creative Director Jason Schragger
Creative Director Karl Dunn, Genevieve Hoey, Joao Paulo Martins
Art Director Salvatore Gullifa, Thomas Jullien, Simon William Johnson, Rolando Córdova
Copywriter David Govier, Gian Carlo Lanfranco, Amadeus Henhapl
Agency KKLD*
Agency VICE MEDIA Brooklyn
Released August 2011

Credits & Description

Category: Best integrated content campaign
Advertiser: MINI WORLDWIDE
Product/Service: MINI COUPÉ + MINI ROADSTER
Agency: BSUR
Executive Creative Director: Jason Schragger (BSUR)
Creative Director: Genevieve Hoey (BSUR)
Creative Director: Karl Dunn (BSUR)
Creative Director: Paulo Martins (BSUR)
Client Services Director: Mia Drexl Schegg (BSUR)
International Account Supervisor: Paula Atwell (BSUR)
Strategy Director: Jeffre Jackson (BSUR)
Executive Producer: Oscar Thomas (BSUR)
Agency Producer: Anna Linequest Ruello (BSUR)
Art Director: Rolando Cordova (BSUR)
Copywriter: Gian Carlo Lanfranco (BSUR)
Art Director: Thomas Jullien (BSUR)
Copywriter: Amadeus Henhapl (BSUR)
Art Director: Simon Johnson (BSUR)
Copywriter: David Govier (BSUR)
Art Director: Salvatore Gullifa (BSUR)
Account Manager: Thijs Van Dam (BSUR)
Account Manager: Anita Moller (BSUR)
Account Executive: Liam Osbourne (BSUR)
Media placement: Online Campaign - 5 Episodes - Facebook, YouTube, VICE Platforms - 29 August 2011
Media placement: TV Campaign - 4 Spots - FOX, Nat. Geo., Discovery, TBS, USA, MTV, TNT, HGTV, Bravo, ESPN, BBC America - 26 September 2011
Media placement: Print Campaign Coupé + Roadster - Playboy, Zeit Magazine, Der Spiegel, Dummy, Stern - 27 September 2011

Campaign Description
This was a global content campaign going out in all major MINI TV markets as well as MINI’s 70 online markets, with a key focus on the US, UK, Japan, Italy and France. The key challenge was to respect dangerous driving restrictions everywhere, and balance the branding with entertainment. This balance was particularly delicate online since we were aware of the fact that to have a savvy online audience interact with minutes or hours of our content is unlikely to successful happen if it was too highly evident that product features were highlighted during the narrative.
Therefore, the All The Wrong Places episodes focused on the missions, the experiences and the people. The MINI was an adventure accomplice, a natural part of the story, without taking centre place – a brave move on the behalf of a brand.
In order to satisfy the need to promote the MINI, separate advertorials were created for each episode as supporting content, highlighting a different feature appropriate for that particular mission and location.

Effectiveness
Challenge:
Research showed MINI was losing its iconic edge and its appeal to men.
Objectives:
Use the launch of the new MINI Coupé and Roadster to reinstate the brand’s adventurous edge and reinvigorate the MINI brand with younger guys.
Strategy:
Instead of showing the new MINI in typical ‘rough’ environments, use the power of social media to create more funky, true-to-life adventures that regular guys can relate to.
Execution:
The integrated ‘Another Day. Another Adventure.’ campaign took people on a MINI adventure like never before. The campaign began with film and print of the incredible adventures awaiting Coupé and Roadster drivers – anywhere, any day. At the heart of campaign was an innovative 7-month social media branded content series. All the Wrong Places put MINI’s Facebook fans in front of the camera, for the very first time. All the Wrong Places sent the new MINI, a host and 5 Co-Pilots drawn from Facebook on bizarre missions across the globe, to bring back the kind of stories people had to see to believe. It made our fans our ambassadors, and once again made MINI synonymous with masculine adventures.

Implementation
Our launch films and print ran on TV, in magazines, and on cinemas globally. For our social media activity we partnered with VICE, tapping into their global youth network and driving people via online banners on vice.com, posts on VICE Facebook, Twitter, Digg, StumbleUpon, Reddit, print ads in VICE Magazine, press releases, as well as content distribution to key syndication partners. MINI FB banners and YouTube True View ads were also used.
To promote ‘1 to 1 to many’ sharing, we developed a 6-month editorial calendar engaging the MINI and VICE social media community through Facebook, Twitter, MINISpace and VICE platforms.

Outcome
The commercials and content combined have had well over 7m views. The social media activity alone has generated over 3m video views.
More than 5,833 days of unique MINI Coupé and Roadster adventure content has been consumed. And we scored write-ups in The New York Times, The Huffington Post and other world-renowned media outlets. Most importantly, we’ve achieved our KPI - 101% increase in our key audience of younger guys aged 25 – 34. (MINI Facebook Insights)
New MINI Coupé and Roadster have boosted the masculine adventure ‘halo’ for the MINI brand, and are now themselves synonymous with unexpected driving adventures.