MINI Print RESTROOM ASSISTANT by Publicis Mexico

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Industry Automotive products, services and accessories, Traffic safety
Media Print, Magazine & Newspaper
Market Mexico
Agency Publicis Mexico
Director Fredy Garza
Creative Director Gabriela Paredes
Art Director David Figueroa
Copywriter Luis Pedro Gonzalez
Account Supervisor Mark Nakamichi
Released March 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: MINI
Chief Creative Officer: Héctor Fernández (Publicis México)
Creative Director: Luis Pedro González (Publicis México)
Creative Director: Gabriela Paredes (Publicis México)
Copywriter: Luis Pedro González (Publicis México)
Art Director: David Figueroa (Publicis México)
Account Director: Juan Carlos Tapia (Publicis México)
Account Supervisor: Mark Nakamichi (Publicis México)
Agency Producer: José Luis Gutiérrez (Publicis México)
Director: Fredy Garza (Home)
Post-production: (Nómada)
Audio House: (Lookas Audio)
Media placement: Ambient / Live Event - Bars, Nightclubs - March 3rd, 2012
Media placement: Case Explanation Board - Case Explanation Board - March 3rd, 2012
Media placement: Case Explanation Video - Case Explanation Video - March 3rd, 2012

Describe the objective of the promotion.
This campaign was aimed at Mini drivers as well as other car drivers. This was a goodwill campaign. The strategy consisted of the notion that we needed to contact our target right at the place where the drinking of alcohol begins. This way we would be able to avoid them driving after drinking.

Describe how the promotion developed from concept to implementation.
The creative solution came when we thought about a really famous night-life icon: the restroom assistant. We decided to switch him for a gorgeous girl, dressed just like him. This way we could show one of alcohol's effects at bars: thinking every girl is beautiful.
The girl gave our target a paper towel that read: If you are starting to find me attractive, perhaps you had too much to drink. It included a taxi phone number. We made contact with 10,000 youngsters in 20 bars all over Mexico City.

Explain why the method of promotion was most relevant to the product or service.
The strength and originality in this case is in the surprise, and the friendly and very Mini way of talking. A cool and memorable way to warn you about a serious danger.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The taxi business we used reported a 20% increase in their incoming calls. Most of them came from our target calling from different bars and clubs where we developed the case.