THE MINI STORE by DDB Paris for MINI

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THE MINI STORE

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Industry Cars
Media Design & Branding
Market France
Agency DDB Paris
Director Clemens Purner
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Producer Capucine Charbonnier
Account Supervisor Vincent Leorat, Florent Depoisier, Paul Royer
Released June 2012

Awards

Eurobest 2012
Design Promotional Design Bronze

Credits & Description

Category: Best use or integration of experiential events
Advertiser: MINI FRANCE
Product/Service: MINI
Agency: DDB PARIS
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director/Copywriter: Alexander Kalchev (DDB Paris)
Agency Producer: Guillaume Cossou (DDB Paris)
Agency Producer: Christine Bouffort (DDB Paris)
Account Supervisor: Vincent Léorat/Florent Depoisier/Paul Royer (DDB Paris)
Advertiser's Supervisor: Frederic Bottlang/Estelle Suzenne/Noémie Bodere (MINI France)
Production Company: - (Standard Film)
Director: Clemens Purner (Standard Film)
Producer: Capucine Charbonnier (Standard Film)
Media placement: Transit / Non-traditional car advertising - Paris, France - 19/04/2012

Campaign Description
France has no overly complicated or particular restrictions and regulations regarding automotive advertising. However, the French automobile advertising context is widely dominated by the French giants - Peugeot, Renault and Citroën. Therefore, when MINI approached us to create a campaign that drives more people to their stores, we were facing a cross-media competition from much bigger brands with bigger media budgets. Therefore, we had to find a campaign that entertains and touches people in a way that only the MINI brand could.

Effectiveness
The challenge: MINI France had just finished a record year in sales and was facing the economic slump that hit hard most automobile manufactures. MINI was short on budget for a classical media campaign and could not compete with the French automotive giants in terms of reach. The challenge was to find a smart way to drive more people to the MINI Stores in Paris for them to book a test drive. However, opening a new store in Paris is extremely costly, thus MINI had only 3 stores where people could experience the cars. The objective was to work around this obstacle, generate awareness, leads and test drives.
The strategy: We quickly realised that we had to work around the biggest weakness of MINI - too few dealerships. We also uncovered a general reluctance of people to actually go inside a dealership, as it seemed like too much of a commitment.
Starting from the insight that the only thing you need to sell a MINI is a MINI itself, we came up with a fun execution that literally transforms MINIs into…MINI Stores.
The execution: We created custom signage and transformed the MINI cars into actual stores, complete with a salesman, brochures and opening hours. People could ‘come in’ the stores and take go for a ride, directly experiencing the best part about MINI - the car itself. We opened 10 new stores in Paris, multiplying the access points to the MINI brand and the number of test drives. Additionally, wherever we parked a MINI Store, we immediately branded the location as a MINI location – all for the price of a parking ticket. For those who really wanted to, the MINI stores were for sale themselves.

Implementation
In a constantly moving transit ambient campaign, we found a way to interact directly with the customers, reaching them all over the streets of Paris to begin with.

Outcome
Instead of 3 Mini stores, we now have 13, massively increasing the selling points. The idea was an instant hit with the public. Wherever a MINI Store parked, people gathered around to take photos and asked to come in and take a ride, increasing the brand visibility. During the operation, the number of test drives increased twelvefold (from 5/day to 60/day), increasing both the brand awareness and projected MINI sales. We redefined the way a store should look like and added another piece to the MINI universe, creating more buying opportunities and a whole new business model that only MINI can propose.
Not bad for an idea that only cost €15,000 to implement.