MINI DM MINI BUSINESS CARDS by DraftFCB Zurich

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MINI BUSINESS CARDS

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Industry Cars
Media Direct marketing
Market Switzerland
Agency DraftFCB Zurich
Executive Creative Director Dennis Lueck
Art Director Frederic Nogier
Copywriter Tizian Walti
Released March 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: MINI SWITZERLAND
Product/Service: MINI
Agency: DRAFTFCB
Executive Creative Director: Dennis Lueck (Draftfcb)
Copywriter: Tizian Walti (Draftfcb)
Art Director: Frédéric Nogier (Draftfcb)
Graphic Design: Ranja Issa (Draftfcb)
Media placement: Business Cards - Brand New Competitor Cars - 10 March 2012

Describe the brief/objective of the direct campaign.
At the Geneva International Motor Show all brands try to convince visitors to buy their new models. The objective was to generate traffic at the MINI stand and to promote the latest MINI models.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to find a subtle way to promote MINI in the hall of the Geneva International Car Show. So, we stuck business cards of fictional car dealers directly to brand-new competitors’ cars at the Motor Show.

Explain why the creative execution was relevant to the product or service.
With this bold guerilla campaign we reached people at the point of interest – but interest for other cars! And before they could even think about buying a different car brand, they were invited to the MINI stand.

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.
At the right place at the right time. These business cards were pretty effective and people came to the MINI stand with a smile on their faces. The cost-effective business cards also led to the fact that the staff at the MINI stand welcomed a whopping 700,000 visitors in just 10 days.