MORE PEOPLE MORE MINI by TBWA\ Istanbul for MINI

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MORE PEOPLE MORE MINI

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Art Director Kaan Beyhan
Copywriter Uluc Cagri Kabatas
Released October 2011

Awards

One Show 2012
One Show Design Outdoor Design /Transit - Single Merit

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: MINI
Product/Service: MINI COUNTRYMAN
Agency: TBWA\ISTANBUL
Executive Creative Director: Ilkay Gurpinar (TBWA Istanbul)
Creative Head: Evren Dograr (TBWA Istanbul)
Copywriter: Uluc Cagri Kabatas (TBWA Istanbul)
Art Director: Kaan Beyhan (TBWA Istanbul)
Account Director: Guler Balta (TBWA Istanbul)
Media placement: Outdoor - TAKSIM - 5 July 2011

Describe the objective of the promotion.
MINI is loved by millions. However it is not considered as a first choice when it comes to buying a spacious car. We need to convey the message that the new MINI Countryman is more spacious than ever.

Describe how the promotion developed from concept to implementation.
To convey the message that the new MINI Countryman is more spacious than ever, Turkey's most traditional public transport vehicle, the famous Istiklal Tram, has been turned into MINI Countryman! All 4 of the MINI cars were designed just like the famous tram with all the well-known historical graphics and the typography. They were attached to each other like the tram and they gave free public transport service all day long.

Explain why the method of promotion was most relevant to the product or service.
Istiklal Tram is the most most popular public transport vehicle in Turkey. And Istiklal Avenue is the most popular district of Istanbul: The Avenue has 3m daily visitors. So, having an event at Istiklal Avenue was ideally suited to convey our message.

Describe the success of the promotion with both client and consumer including some quantifiable results.
To see the hundred years old tram turn into MINI was an incredibly surprising and unusual experience for local people. It was on the internet (Facebook, Twitter, news sites and many blogs) from the 10th minute of the event. It also generated attention from national media, as part of the news of the most famous newspapers and TV channels. Number of likes at MINI Turkey's Facebook page increased from 3,005 to 6,800 in a few hours. Also the monthly sales of MINI Countryman increased 35% in July.