MINI MAPS by DDB Paris for MINI

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MINI MAPS

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Industry Cars
Media Direct marketing
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Account Supervisor Vincent Leorat, Florent Depoisier, Paul Royer
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Cars & Automotive Services Gold
Branded content & entertaiment lions Best use or integration of gaming Silver
Direct Lions Social Media & Viral Marketing Silver

Credits & Description

Type of entry: Product & Service
Category: Cars & Automotive Services
Advertiser: MINI FRANCE
Product/Service: MINI
Agency: DDB PARIS, FRANCE
Advertiser MINI FRANCE
Product MINI
Entrant DDB PARIS, FRANCE
Type of Entry: Product & Service
Category: Cars & Automotive Services
Title: MINI MAPS
Advertiser/Client: MINI FRANCE
Product/Service: MINI
Entrant Company: DDB PARIS, FRANCE
DM/Advertising Agency: DDB PARIS, FRANCE
Account Supervisor: Vincent Léorat/Florent Depoisier/Paul Royer (DDB Paris)
Advertiser's Supervisor: Frederic Bottlang/Estelle Suzenne/Noémie Bodere (MINI France)
Motion Design: Julien Taillez (DDB Paris)
Web Supervisor: Vannha Vincent (DDB Paris)
Technical Diretor: Michael Paquereau/Brice Aubert (DDB Paris)
Production Company: - (Unit 9)
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director/Copywriter: Alexis Benbehe (DDB Paris)
Art Director/Copywriter: Pierre Mathonat (DDB Paris)
Agency Producer: Guillaume Cossou (DDB Paris)
Describe the brief from the client
MINI France were launching their Facebook page and asked us to advise on the best solution to bring to Facebook their global strategic idea: the art of entertainment. MINI France didn’t want more 'passive likers', but 'likers' that would be happy to be there, to share, and to be part of a vibrant and active digital MINI community. The MINI France 'likers' we wanted were brand lovers, willing to discover a fan page offering a 'Be MINI' experience.
MINI’s Facebook page was to be like the MINI itself – nonconformist, eccentric, but above all – fun.

Creative Execution

MINI Maps had to be as innovative and surprising as the release of the MINI. The player was offered the possibility to choose between all models offered by the brand, to customise them as you can when you decide to buy a MINI. We even offered the possibility to unlock 8 exclusive MINIs specially designed for the game. Each MINI in the game replicated the the handling of the MINI in real life. The MINI you are asked to play with on MINI Maps is just as the MINI you can buy and drive in real life.


Describe the creative solution to the brief/objective.

We wanted to demonstrate that it is a MINI world for a MINI car, and underline that our car is the best tool for city and to have fun. When you are driving a MINI, the world becomes a playground. The best answer was to create a video-game offering the world. As the digital place to browse the world is Google maps and the environment were asked to work with was Facebook, we combined the 2 technologies to create MINI Maps: the first multiplayer racing game on Facebook. Google Maps became for the first time interactive AND sharable.


Describe the results in as much detail as possible.

We wanted to prove that MINI understood Facebook: share and entertain. Even if MINI France's main objective was not to recruit new 'likers', we gained 130,000 Facebook 'likers', and 200,000 players. On average, unique gamers spent 35 minutes playing. That is to say, we reached by far our main objective: to spend fun time with MINI and its products. For 3 weeks, MINI Maps has been tweeted every minute. Web, press, TV coverage: automotive, social media, technology, gaming,