MINI Promo, Case study THE GETAWAY BILLBOARD by Bcube Milan

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THE GETAWAY BILLBOARD

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Industry Cars
Media Promo & PR, Case study
Market Italy
Agency Bcube Milan
Associate Creative Director Maurizio Maresca - Alessandro Sabini - Paolo Troilo
Art Director Daniele Pancetti, Fabio D'altilia
Copywriter Martino Lapini
Account Supervisor Anna De Gaetano
Released July 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: MINI
Product/Service: AUTOMOBILE
Agency: BCUBE
Date of First Appearance: Jul 1 2010
Entrant Company: BCUBE, Milan, ITALY
Chief Executive Officer / Executive Creative Director: Francesco Bozza (Bcube)
Associate Creative Director: Alessandro Sabini (Bcube)
Art Director: Daniele Pancetti (Bcube)
Art Director: Fabio D'Altilia (Bcube)
Copywriter: Martino Lapini (Bcube)
Account Supervisor: Anna De Gaetano (Bcube)
Senior Account Executive: Sabrina Montemurro (Bcube)
Brand Manager: Michele Fuhs (MINI)
Marketing Manager: Carlo Botto Poala (MINI)
Advertising & Media Manager: Sara Intonti (MINI)
Media placement: Billboard - Milan - 1/07/2010

Insights, Strategy & the Idea
MINI launches the MINI Countryman: The 4th car line of the company, after “Hatch”, “Clubman”, “Cabrio”. The biggest one (4 meters). The first with 4 doors and, most of all, the first with 4WD.
The positioning claim is MINI Countryman. Getaway, “Getaway” means the opportunity to have multiple choices and join your passions.
- Objective. The new MINI Countryman is coming to town and we need to present it to the target.
- Media choice:. we have a big-size outdoor media, in the city centre of Milan.
- The challenge. To find a disruptive way of using the billboards, finding an eye catching creative idea.
The purpose is: to be spectacular, using a fibreglass car on the billboard; to be consistent with the positioning: showing the “Getaway” via active sport field (considering the incoming summer season the new MINI is the perfect car able to follow your passion like sea surfing).

Creative Execution
We have the opportunity to use a special three-face billboard.
The idea is to create continuity between the three billboards using a creative execution able to connect them.
Billboard 1. It represent a fake surf apparel brand adv: young surfers pose in front of the camera but three of them seem to be interested on what’s happening around the corner, and one of them, physically, is watching on the main billboard.
Billboard 2. The new MINI Countryman in fibreglass is the protagonist. It has a surf board on the roof and is represented as it is “going away”, out of the billboard. One of the surfers, represented on billboard one, is watching the MINI going away with his surf board.
Billboard 3. An invitation, together with an announcing of the new MINI, consistent with execution: “Welcome on Board”.

Results and Effectiveness
An impactful presence, spectacular and attention getting also during the “installation”, it has created a sort of “event”.
An estimate of 964.000 contacts made in 30 days of exposition.
Great unaided PR activity: the most influent Italian newspapers mentioned the campaign.
Target catch, also through word-of-mouth offline and online (web sites from all over the world posted the images; surfing the net with “MINI Countryman Billboard” the Italian idea is the first between the search results).