MINI Outdoor, Promo, Case study 6 COLOURS TO STAND BY by Black River F.C. Johannesburg

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Industry Cars, Sports Teams & Events, Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Promo & PR, Case study
Market South Africa
Agency Black River F.C. Johannesburg
Art Director Mandie Van Der Merwe
Copywriter Avish Gordhan
Designer Jono Garrett
Typographer Claus Hoffmann
Released March 2010

Credits & Description

Category: Best Localised Campaign
Date of First Appearance: Mar 7 2010
Entrant Company: BLACK RIVER FC, Johannesburg, SOUTH AFRICA
Executive Creative Director/Creative Director: Ahmed Tilly (Black River FC)
Art Director: Mandie Van Der Merwe (Black River FC)
Copywriter: Avish Gordhan (Black River FC)
Designer: Jono Garrett (Black River FC)
Typographer: Claus Hoffmann (Black River FC)
Account Director Client Service: Maxine Merckel (Black River FC)
Strategy: Jonathan Nienaber
Managing Director: Chris Botha (The Media Shop)
Media placement: Ambient - SA Flag Mirror Caps - On ZA Cars Nation Wide - 07 March 2010
Media placement: Won't Support England - Print Ad - Sunday Times Newspaper - 07 March 2010
Media placement: Outdoor - 4 variations - Various Locations around ZA - 07 March 2010
Insights, Strategy & the Idea
The World Cup was coming to South Africa for the first time. And many foreigners were not at ease. The country received negative publicity abroad. In the UK, Germany and Australia, reports flooded the newspapers warning of rape, crime and general mayhem in “darkest Africa”. The mood in South Africa wasn’t much better with most locals also bogged down by pessimism. MINI was determined to change this.
6 Colours to Stand By was about uniting South Africans behind the national flag. Our aim was to get the flag onto every car in South Africa. To do this, our foreign brand needed to cut its ties to England; MINI needed to prove that it was South African at heart.
Creative Execution
We produced MINI mirror caps, made of fabric and emblazoned with the national flag. These caps could attach onto the side mirrors of any make of car. MINI then distributed the mirror caps to their dealerships where they were given away for free to anyone, driving any car. Our print and outdoor executions reinforced our idea of rallying behind the flag. The message was clear: MINI was South African, and proud to fly the flag.
Results and Effectiveness
We produced 9,000 MINI mirror caps to launch. Within 3 days of flighting the first print ad, all 9,000 were snapped up at dealerships around the country. We produced more immediately, and in just over 4 weeks, 3,300,000 cars across South Africa sported the flag-branded caps. Anyone visiting the country for the World Cup would have seen the MINI mirror caps. It all started with MINI. Most importantly, the apathetic, pessimistic mood shifted to one of positivity, pride and celebration. In one of the rare moments since democracy in 1994, the nation rallied together and celebrated how far we’d come.