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Industry Cars
Media Print, Magazine & Newspaper
Market France
Agency DDB Paris
Director Clemens Purner
Producer Capucine Charbonnier
Account Supervisor Vincent Leorat, Florent Depoisier, Paul Royer
Released October 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MINI FRANCE
Product/Service: MINI
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director/Copywriter: Alexander Kalchev (DDB Paris)
Agency Producer: Guillaume Cossou (DDB Paris)
Agency Producer: Christine Bouffort (DDB Paris)
Account Supervisor: Vincent Léorat/Florent Depoisier/Paul Royer (DDB Paris)
Advertiser Supervisor: Frederic Bottlang/Estelle Suzenne/Noémie Bodere (Mini France)
Production Compagny: - (Standard Film)
Director: Clemens Purner (Standard Film)
Producer: Capucine Charbonnier (Standard Film)
Media placement: Ambient/Transit - Ambient/Paris - 19/04/2012

Describe the objective of the promotion.
MINI France had just finished a record year in sales and was facing the economic slump that hit most automobile manufacturers hard. MINI was short on budget for a classic media campaign and could not compete with the French automotive giants in terms of reach. The challenge was to find a smart way to drive more people to the MINI Stores in Paris for them to book a test drive. We were targeting people who had already thought about MINI, but never had the courage to actually go inside a dealership, as it seemed like too much of a commitment.

Describe how the promotion developed from concept to implementation.
Starting from the insight that the only thing you need to sell a MINI is a MINI itself, we came up with a fun execution that literally transforms MINIs into… MINI Stores. We designed custom signage and transformed the MINI cars into actual stores, complete with a salesman, tailor made brochures and opening hours. People could 'come into' the stores and take them for a ride, directly experiencing the best part about MINI - the car itself. We opened 10 new stores in Paris, multiplying the access points for the MINI brand and the number of test drives.

Explain why the method of promotion was most relevant to the product or service.
Instead of 3 MINI stores, we now had 13, massively increasing the selling points. The idea was an instant hit with the public. Wherever we parked a MINI Store, we immediately branded the location as a MINI location – all for the price of a parking ticket. We designed a series of fun messages, that we printed on the cars, increasing the public interest. For those who really wanted to, the MINI stores were for sale themselves. Promoting the MINI as a MINI Store was something unique to the brand, which no other car-maker could do.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the operation, the number of test drives increased 12-fold (from 5/day to 60/day), increasing both the brand awareness and projected MINI sales. We redefined the way a store should look and added another piece to the MINI universe, creating more buying opportunities and a whole new business model that’s uniquely MINI. Not bad for an idea that only cost €15,000 to implement.