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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)
Product/Service: MINI
Executive Creative Director: Dennis Lueck (Draftfcb)
Copywriter: Tizian Walti (Draftfcb)
Art Director: Frédéric Nogier (Draftfcb)
Media placement: Special Flyer - Gas Caps Of Visitors' Cars - 10 March 2012

Describe the brief/objective of the direct campaign.
To generate traffic at the MINI stand at the Geneva International Motor Show and to promote the new eco-friendly MINI Cooper D.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to show that other cars are thirstier than the MINI Cooper D. Therefore, our promotion team stuck ‘tongue flyers’ to the gas caps of visitors’ cars while they were at the Motor Show.

Explain why the creative execution was relevant to the product or service.
The tongues on non-MINI cars were a means to demonstrate their high fuel consumption. Creating a link between the tongue flyers and the MINI Cooper D was easy, bold and fun!

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.
The ‘tongues’ were a true eye-catcher on the parking lots. During the International Geneva Motor Show, which lasted 10 days, the staff at the MINI stand welcomed approximately 700,000 visitors. With this little flyer, MINI established itself as an eco-friendly and sustainable car brand. The client was very happy with this small but very effective promotion.