MINI DM GETAWAY STOCKHOLM by Jung Von Matt/Strommen Stockholm

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GETAWAY STOCKHOLM

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Industry Cars, Software & Multimedia Productions, SaaS
Media Direct marketing
Market Sweden
Agency Jung Von Matt/Strommen Stockholm
Creative Director Johan De Jager
Art Director Daniel Wahlgren
Copywriter Magnus Andersson
Released November 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: MINI
Product/Service: MINI COUNTRYMAN
Agency: JUNG von MATT
Date of First Appearance: Nov 30 2010
Entrant Company: JUNG von MATT, Stockholm, SWEDEN
Entry URL: http://www.ourentries.se/minigetawaystockholm
Creative Director: Johan Jäger (Jung von Matt)
Art Director: Daniel Wahlgren (Jung von Matt)
Copywriter: Magnus Andersson (Jung von Matt)
Account Director: Jan Casserlöv (Jung von Matt)
Planner: Leon Phang (Jung von Matt)
Visual Director: Daniel Forero (Jung von Matt)
Final Art: Jon Palmqvist (Jung von Matt)
Project Manager: Ida Modin (Jung von Matt)
: Media Agency (Carat)
: Production Company (Monterosa)
: Production Company (Suddenly)
: Production Company (Duo Blau)
: Public Relations (Domingo PR)
Media placement: IPhone App - App Store - 15 October 2010
Media placement: Promo Film - YouTube - 15 October 2010
Media placement: Campaign Site - http://minigetawaystockholm.com/ - 10 October 2010

Describe the brief/objective of the direct campaign.
Launch the new car model MINI Countryman in Sweden, using the global concept for the car: “Getaway”. For MINI Sweden it was the most important launch and marketing campaign since the total remake of the car in 2001.
The target was the mentally young, i.e. all people loving the MINI brand value.
The challenge was to create evangelists. Make them start talking about the launch both offline and online.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
MINI is a car people aspire for since they are kids and read about in comic books. We dared the mentally young to make their dream car come true – appealing also to primal hunting instincts. If you managed to catch a virtual MINI and kept your prey away from everybody else you won a real MINI. Which fitted perfect both with MINI's DNA and the concept "Getaway".

To generate awareness of the campaign we posted a YouTube video and also used radio and print ads to encourage people to take part in the game.

The talk value was enhanced by the campaign being the world's biggest reality game.

Explain why the creative execution was relevant to the product or service.
The campaign was based on play and getaway, which is what MINI's DNA is all about.

It was the world's biggest reality game. It transformed Stockholm city - and everybody in it - to a living game board. And it transformed the target group to living billboards. All people can relate to a cat-and-mouse-like game, which got people to start planning and discussing strategies even before the game begun.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
– During the game week 11.413 people participated.
– The virtual MINI was transported nearly 1.500 physical kilometres.
– Average gaming time was 5 hours and 6 minutes per person.
– Sales increased with 108 % the first quarter after the campaign (record sales in Sweden)

BONUS:
– People from 90 countries followed the game on our website.