SOHO 15 by DraftFCB Auckland for MINI

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SOHO 15

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Industry Cars
Media Direct marketing
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Creative Director Tony Clewett
Copywriter Jane Langley
Designer Nick Mcfarlane
Producer Jason Fisher Jones
Account Supervisor Anastasia Potter, Sonja Corbett
Released May 2010

Awards

Caples Awards 2010
Technique Best art direction Silver

Credits & Description

Category: Cars & Automotive Services
Advertiser: MINI NEW ZEALAND
Product/Service: CAR
Agency: DRAFTFCB NEW ZEALAND
Date of First Appearance: May 17 2010
Entrant Company: DRAFTFCB NEW ZEALAND, Auckland, NEW ZEALAND
Entry URL: http://www.soho.mini.co.nz/
Executive Creative Director: James Mok (Draft FCB)
Creative Director: Tony Clewett (Draft FCB)
Copywriter: Jane Langley (Draft FCB)
Art Director: Leisa Wall (Draft FCB)
Interactive Creative: Jared Isle (Draft FCB)
Interactive Producer: Kevin Akers (Draft FCB)
Agency Producer: Esther Watkins (Draft FCB)
Agency Producer: Trelise Caughey (Draft FCB)
Producer: Jason Jones (Draft FCB)
Director / Animator: James Cordon
Head of Account Service: Fleur Head (Draft FCB)
Account Supervisor: Anastasia Potter (Draft FCB)
Account Supervisor: Sonja Corbett (Draft FCB)
Production Company: (Digipost)
Music Company: (Woodcut)
Designer: Nick McFarlane (Draft FCB)
Print Production: Eric Thompson (Draft FCB)
Client: Greg Hedgepeth (MINI)
Client: Dave Hewitt (MINI)
Media Director: Terri Youngman (Draft FCB)
Senior Planner/Buyer: Mana Tai (Draft FCB)
Media Buyer: Renee Lee (Draft FCB)
Senior Planner/Buyer: Luz Valanzasca (Draft FCB)
Media placement: Outdoor Billboard Supersite (20x16) - Elliot St, Auckland - 21st May 2010
Media placement: 2000 Statically Charged A4 Posters - CBD/Fringe Areas - 3 Main Mets - 27th May 2010
Media placement: Bar Coasters and 2+1 Drinks Promotion - CBD Upper Socio Bars - 3 Main Mets - 30th May 2010
Media placement: Magazine Sponsorship + Editorially Integrated Puzzle's - Mindfood Magazine - Think Section - 17th May 2010
Media placement: Lifesized #6 - Guerilla Event Presence - Photographed And Featured Online At TheAlist.co.nz - 6th May 2010
Media placement: Event Sponsorship - #7 Race and 7th Horse - Ellerslie Races, Auckland - 29th May 2010
Media placement: Sweat Towel Giveaway + Gym Locker Stickers - Les Mills, Auckland - 23rd May 2010
Media placement: 3D 30" Cinema Campaign - 3 Main Mets - 13th May 2010
Media placement: Event Sponsorship - Branded Taxi Chits + Entry Stamp - MINI Garage Launch Party - 9th July 2010
Media placement: Magazine Fore-Edge Spin Ad - Prodesign Magazine - 30th April 2010

Describe the brief/objective of the direct campaign.
MINI wanted to know whether New Zealanders would be prepared to buy a new $50,000 limited edition MINI Soho online, without seeing or test driving the car. Buying new cars online is unheard of in New Zealand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to make each of the 15 cars uber-desirable by numbering each of them from 1 to 15, and making a campaign for each number. Each idea was born from the personality of each number e.g. 1 is Ego and it was supported with a giant billboard in a central metropolitan city. Other ideas involved night projections, NZ's first 3D cinema commercial, street art and an extreme stunt captured on video and shared via social media.

Explain why the creative execution was relevant to the product or service.
The combination of these quirky, playful mini-campaigns were sent out to create awareness and momentum. Each idea drove people to a MINI Soho website adding further depth to each number and its meaning. It was crucial to get people to the website because from there it was only one click away from the online purchase webpage.

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 results were a 760% increase in web traffic to the MINI website during the campaign and, ultimately, selling every one of the 15 MINI Sohos. Proof that the integration of each mini-campaign in conjunction with the website could change engrained purchase behaviour.