WHAT'S YOUR NUMBER? by DraftFCB Auckland for MINI

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WHAT'S YOUR NUMBER?

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Industry Cars
Media Promo & PR, Case study
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Creative Director Tony Clewett
Copywriter Jane Langley
Account Supervisor Anastasia Potter
Released May 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: BMW MINI
Product/Service: MINI
Agency: DRAFTFCB NEW ZEALAND
Date of First Appearance: May 17 2010
Entrant Company: DRAFTFCB NEW ZEALAND, Auckland, NEW ZEALAND
Entry URL: www.soho.mini.co.nz
Executive Creative Director: James Mok (DraftFCB)
Creative Director: Tony Clewett (DraftFCB)
Copywriter: Jane Langley (DraftFCB)
Art Director: Leisa Wall (DraftFCB)
Interactive: Jared Isle (DraftFCB)
Interactive Producer: Kevin Akers (DraftFCB)
Agency Producer: Esther Watkins (DraftFCB)
Agency Producer: Trelise Caughey (DraftFCB)
Head of Account Service: Fleur Head (DraftFCB)
Account Supervisor: Anastasia Potter (DraftFCB)
Client: Greg Hedgepeth
Client: Dave Hewitt
Managing Director: Derek Lindsay
Media Director: Terry Youngman
Senior Planner/Buyer: Mana Tai
Media Buyer: Renee Lee
Senior Planner/Buyer: Luz Valanzasca
Digital Strategist: Emily Dunsmore
Digital Planner / Buyer: Steph Pearson
Media placement: Outdoor Billboard Supersite (20x16) - Elliot St, Auckland - 21st May 2010
Media placement: 2000 Statically Charged A4 Posters - CBD/Fringe Areas - 3 Main Mets - 27th May 2010
Media placement: Bar Coasters and 2+1 Drinks Promotion - CBD Upper Socio Bars - 3 Main Mets - 30th May 2010
Media placement: Magazine Sponsorship + Editorially Integrated Puzzle's - Mindfood Magazine - Think Section - 17th May 2010
Media placement: Lifesized #6 - Guerilla Event Presence - Photographed and Featured Online at TheAlist.co.nz - 6th May 2010
Media placement: Event Sponsorship - #7 Race and 7th Horse - Ellerslie Races, Auckland - 29th May 2010
Media placement: Sweat Towel Giveaway + Gym Locker Stickers - Les Mills, Auckland - 23rd May 2010
Media placement: 3D 30" Cinema Campaign - 3 Main Mets - 13th May 2010
Media placement: Event Sponsorship - Branded Taxi Chits + Entry Stamp - MINI Garage Launch Party - 9th July 2010
Media placement: Magazine Fore-Edge Spin Ad - Prodesign Magazine - 30th April 2010
Insights, Strategy & the Idea
Faced with declining sales and increasing costs, MINI challenged us to become their global test market; could we be the first in the world to sell ONE new MINI straight off their website – without dealerships, test drives or any other sales support?!
Given this defied all category norms and left the entire sales process in the buyer’s hands, this had to be a 100% emotional decision to overcome rational barriers to buying a $50,000 car online.
The exclusivity of 15 limited release MINI SOHO’s was an emotive hook for our ‘social urbanite’ audience, who thrive on self expression and social recognition. But leveraging this insight we knew we could do even better....
The core idea was to amplify this exclusivity by creating individuality.
Despite having 15 identical cars, our media strategy was to create a perception of 15 individual choices, by developing a unique personality and campaign for EACH car.
Creative Execution
We crafted each identity to reflect a specific audience insight based on their behaviour, lifestyle or social touch-points. The creative was literally just numbers; it was the PLACEMENT that brought these personalities to life.
We used outdoor, cinema and print to drive intrigue and desire; online/search to drive one-to-one engagement; and MINI.co.nz to ultimately drive conversion.
We abandoned traditional automotive formats, creating our own contextualized placements for each personality:
• NAUGHTY #2 bombed pedestrian environments and competitor car-yards/billboards with thousands of statically-charged posters
• PERFECT #10 hit inner-city gyms with branded sweat-towels and locker stickers
Search ad-groups supported each number, focused on personality key-words over car buying/competitor terms.
Each number’s activity had to work independently; however the campaign relied on cross-channel exposure to multiple numbers, delivering scale and engaging our audience to answer “What’s your number?”.
15 different campaigns, delivering a perception of 15 individual choices, all enhancing exclusivity!
Results and Effectiveness
Within only the first week we sold our first MINI SOHO and met our objective.
We established it was possible to sell MINIs online; without showrooms, test-drives, discounting, trade-ins, or even seeing the car; lowering traditional cost-per-sale ratios.
Web traffic increased 1,119% (38,102) - more traffic went to MINI.co.nz in the first month alone, than in the previous 12 months combined.
83% of traffic was from unique visitors.
Ultimately we sold all 15 SOHO’s, giving MINI an additional $700k of revenue over target.
Following this success, MINI Global are now extending this online-only sales initiative to Hong Kong and Sweden.