THE WHIPLASH POSTER by Serviceplan Hamburg for MINI

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THE WHIPLASH POSTER

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Hamburg
Creative Director Danusch Mahmoudi
Art Director Michaela Gressbach
Released January 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: MINI
Product/Service: MINI COOPER
Agency: SERVICEPLAN
Date of First Appearance: Jan 29 2010 12:00AM
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alex Schill
Account Executive: Matthias Reissl
Account Manager: Dagmar Koutschan
Creative Director: Danusch Mahmoudi
Art Director: Michaela Gressbach
Junior Art Director: Jacqueline Tenschert
Account Manager: Annemarie Möller
Involved Agency: BSUR Agency
Managing Directors: Jochen Lenhard, Andreas Bahr
Media placement: blow up poster - The ‘Reeperbahn’ in Hamburg - 29.01.2010

Results and Effectiveness
The poster quickly became the new attraction in the infamous party district. Regional and national media began to report on the 'whiplash  poster' - as did bloggers and Facebook groups. The number of activations by text message exceeded expectations by over 70%. The positive effects made for success in the point of sale as well: during the campaign, the Hamburg MINI showroom measured its highest visitor frequency since its opening.

Creative Execution
To promote the new brand claim we prepared over a period of two months a giant interactive blow up poster which could be activated by SMS. The installation was located in Germany’s largest red light district. The ‘Reeperbahn’ in Hamburg. It goes without saying that we played with this sinful environment on the billboard: the MINI Cooper is being spanked by an oversized whiplash and honks lustfully.

Insights, Strategy & the Idea
MINI is a world-famous manufacturer whose cars have a cult following. First and foremost, however, MINI is a lifestyle. That's why there is an extensive MINI lifestyle collection: fashion, accessories and bags, cosmetics, essentials, music and international trendsetting events. In order to further strengthen MINI's positioning as an urban lifestyle brand, in 2010 "BE MINI" is being introduced as the company's first proprietary product-independent brand claim. Our challenge: to permanently reinvent MINI as the coolest brand in the world!