BENCHES by Publicis Mexico for MINI

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BENCHES

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Industry Cars
Media Promo & PR, Case study
Market Mexico
Agency Publicis Mexico
Creative Director Gabriela Paredes, James Ramsay
Copywriter Oscar Amador
Released April 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: MINI
Product/Service: MINI COOPER CONVERTIBLE
Agency: PUBLICIS MEXICO
Date of First Appearance: Apr 10 2009 12:00AM
Entrant Company: PUBLICIS MEXICO, MEXICO
Creative Director: Gabriela Paredes (Publicis Mexico)
Creative Director: James Ramsay (Publicis Mexico)
Account Director: Mark Nakamichi (Publicis Mexico)
Group Account Director: Marifer Aguilar (Publicis Mexico)
Copywriter: Oscar Amador (Publicis Mexico)
Chief Creative Officer: Héctor Fernández (Publicis Mexico)
Video & Editing: Arturo Romero (House Films)
Media Coordinator: Claudia Aguilar (Carat)
Media placement: Outdoor - Streets, Parks. - April, 2009

Results and Effectiveness
We expected an average of 200 impacts, but the results surpassed 300 per day, increasing the amount of people visiting the dealership. People passing by, that interacted with MINI, caught the experience in their cellphones, and shared it to other people via Facebook, Twitter, YouTube, making it possible for other people to get to know this event. In this way, we gave passers-by a surprise with their very own MINI Convertible and an exciting experience... even if for a little while.

Creative Execution
Maintaining the EXCITING MINI WORLD concept on a low budget, we brought the open-air driving experience to the people, instead of dragging people to the experience.

Insights, Strategy & the Idea
In Mexico the outdoors are filled with billboards, people giving out flyers, bus stops full of information, etc. and let's be honest, on the most part, mexicans just pass by without paying much attention to all the audiovisual noise. The original activities or different use of media that truely include people are the ones that are well accepted and even welcomed.