MINI Promo, Case study MINI TV by New Content, Y&R Sao Paulo

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency New Content
Art Director Leandro Verissimo
Copywriter Carolina Agabiti, Bianca Rosemberg
Agency Y&R Sao Paulo
Released August 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: BMW
Product/Service: MINI COOPER
Agency: Y&R
Date of First Appearance: Aug 25 2009 12:00AM
Entrant Company: NEW CONTENT, Sao Paolo, BRAZIL
Chief Executive Officer: Giovanni Rivetti (New Content)
Chief Creative Officer: Roberto Feres (New Content)
Chief Account Manager: Raphael Alcantara (New Content)
Head of Production: Ricardo Justus (New Content)
Copywriter: Bianca Rosemberg (New Content)
Copywriter: Carolina Agabiti (New Content)
Art Director: Leandro Verissimo (New Content)
Account Manager: Laura Schunemann (New Content)
Chief Financial Officer: Edoardo Rivetti (New Content)
Media placement: Internet Campaign - Mini TV - 25 August 2009

Results and Effectiveness
BMW sold two times more MINI in Brazil than expected for the first year.

Creative Execution
In a series of 24 weekly webisodes, MINI TV interviewed top brazilian personalities and celebrities while they drove through the city inside a MINI Cooper presenting their favourite places. The viewer explores at the same time the little known corners of the city and the little known tidbits about the personality's life. With cameras on board and outside the car that capture it from every angle, the interview ranges from interesting discussions to the experience of driving itself. All of this availiable on the web through MINI's webpage and other online channels.

Insights, Strategy & the Idea
Throughout the world, MINI is a brand that represents the pure urban lifestyle. São Paulo is the greatest Brazilian city. A place that resonates this cool and cosmopolitan lifestyle. For the launching of the MINI Cooper in Brazil, how would the brand communicate and associate with these themes? By tapping into São Paulo's urban spirit and by promoting a breakthrough test-drive experience. Bringing together the road and the São Paulo lifestyle, we developed a web based TV Show that blended talking and driving. The web’s first DRIVE SHOW.