MINI Print MINI DATE by Y&R Sao Paulo

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MINI DATE

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Industry Cars
Media Print, Magazine & Newspaper
Market Brazil
Agency Y&R Sao Paulo
Creative Director Rui Branquinho, Pedro Cappeletti, Flávio Casarotti
Art Director Felipe Pavani, Alexandre Arakawa
Copywriter Pedro Guerra, Evandro Soares
Account Supervisor Vivianne Brafmann, Noemi Carvalho
Released September 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: BMW
Product/Service: MINI COOPER
Agency: Y&R SÃO PAULO
Chief Creative Officer: Rui Branquinho (Y&R Sao Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti (Y&R Sao Paulo)
Copywriter: Evandro Soares/Pedro Guerra (Y&R Sao Paulo)
Art Director: Felipe Pavani/Alexandre Arakawa (Y&R Sao Paulo)
Agency Producer: Nicole Godoy (Y&R Sao Paulo)
Account Supervisor: Vivianne Brafmann/Noemi Carvalho (Y&R Sao Paulo)
Planner: Rafael Rossi (Y&R Sao Paulo)
Media: Glaucia Montanha/Thiago Franzao/Pedro Goncalves (Y&R Sao Paulo)
Motion Graphic: Dalton Uehara (Y&R Sao Paulo)
Illustration: (Rabiskeria)
Production Company:
Advertiser: Gabriela Alencar (BMW)
Media placement: Social Networking - Website/Facebook - 12 March, 2012

Describe the objective of the promotion.
MINI is a relatively new car brand in Brazil and it needs to grow a loyal fan base like it already has in other countries around the world.
For that, we wanted to be closer to the most aspirational and influencer target in the car segment: young males.
To create a bond with them, we needed to make them experience the car and use the power of their network to spread the word about MINI.
So, we created MINI Date to be perceived as a more masculine brand.

Describe how the promotion developed from concept to implementation.
Let the truth be said: cars have always helped men to go out on a date.
With this and our objective in mind, we would let men borrow a MINI for a one-night date with a girl.
In the MINI Date website, men could ask one Facebook female friend out and would compete for a MINI with other guys.
The date with more "Likes" from friends would get the MINI for a date.
During one month, MINI helped dozens of man to ask girls out and 20 of them in a real date.

Explain why the method of promotion was most relevant to the product or service.
Instead of giving a MINI away to just one person, we maximized the MINI experience, creating a bond between the young male target and the brand.
More than just a test-drive, MINI provided a relevant experience with the car, a real benefit to the participants.
MINI Date was able to bring the brand closer to the target while strengthening its desirability to a larger audience.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion was very easy to implement, with the creation of a platform based on Facebook with frictionless interaction. Besides that, the client only had to offer a few test-drive cars for the dates.
Regarding the consumer, the MINI Date website had 1,113,459 views, with 2,873 guys asking girls out and competing for a MINI.
After all, the number of male fans on the Brazilian MINI brand fanpage on Facebook increased by 15% in the period, putting MINI closer to the young male target in Brazil.