MINI Promo, Case study START/FINISH by Bsur Amsterdam

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START/FINISH

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Industry Cars
Media Promo & PR, Case study
Market Netherlands
Agency Bsur Amsterdam
Executive Creative Director Jason Schragger
Creative Director Genevieve Hoey
Art Director Gordana Lucic, Rolando Córdova
Copywriter Roger Matena, Gian Carlo Lanfranco
Designer Danny Van Het Kaar
Photographer Anne Barlinckhoff
Released September 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: MINI WORLDWIDE
Product/Service: MINI
Agency: BSUR
Chief Creative Officer: Joost Perik
Executive Creative Director: Jason Schragger
Creative Director: Genevieve Hoey
Copywriter: Roger Matena
Copywriter: Gian Carlo Lanfranco
Art Director: Gordana Lucic
Art Director: Rolando Cordova
Photographer: Anne Barlinckhoff
Art Buyer: Judith Kampman
Account Executive: Liam Osbourne
Designer: Danny Van Het Kaar
Media placement: Outdoor - Ambient - Parking Garages/Lots - 30 September 2011

Insights, Strategy & the Idea
We needed to communicate to drivers all the excitement that a MINI can add to their daily routine - with practically no budget. For this, we turned standard parking lots into a MINI ad.

Creative Execution
We placed the MINI “START/FINISH” stencils on the parking spots. These stencils showed every driver – no matter what car they were driving – all the excitement of being a MINI driver.

Results and Effectiveness
We literally turned the mundane into the memorable by extending the MINI-Go kart feeling to a place where it’s never been before. Drivers received our message unexpectedly, turning a normally boring task into something fun and MINI.