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
Designer Nick Mcfarlane
Released April 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: BMW MINI
Product/Service: MINI
Agency: DRAFTFCB NEW ZEALAND
Date of First Appearance: Apr 30 2010
Entrant Company: DRAFTFCB NEW ZEALAND, Auckland, NEW ZEALAND
Entry URL: http://www.soho.mini.co.nz
Managing Director - Media: Derek Lindsay (DraftFCB Media)
Media Director: Terri Youngman (DraftFCB Media)
Senior Planner/Buyer: Mana Tai (DraftFCB Media)
Media Buyer: Renee Lee (DraftFCB Media)
Senior Planner/Buyer: Luz Valanzasca (DraftFCB Media)
Digital Strategist: Emily Dunsmore (DraftFCB Media)
Digital Planner/Buyer: Steph Pearson (DraftFCB Media)
Executive Creative Director: James Mok (DraftFCB)
Creative Director: Tony Clewett (DraftFCB)
Copywriter: Jane Langley (DraftFCB)
Art Director: Leisa Wall (DraftFCB)
Interactive Creative: Jared Isle (DraftFCB)
Head of Account Service: Fleur Head (DraftFCB)
Senior Account Manager: Anastasia Potter (DraftFCB)
Interactive Producer: Kevin Akers (DraftFCB)
Agency Producer: Esther Watkins/Trelise Caughey (DraftFCB)
Print Producer: Eric Thompson (DraftFCB)
Designer: Nick McFarlane (DraftFCB)
Client: Greg Hedgepeth (BMW MINI NZ)
Client: Dave Hewitt (BMW MINI NZ)
Media placement: Outdoor Building Takeover - Elliot Street, Auckland - 21st May 2010
Media placement: Night Projections - CBD/fringe Drinking Areas - Auckland, Wellington, Christchurch - 22nd May 2010
Media placement: Life Sized Polystyrene #6 - Guerilla Event Presence - Photographed At Auckland And Wellington Events, Integrated Online At Alist.co.nz - 6th May 2010
Media placement: Race Event Sponsorship - #7 Race And #7 Horse - Ellerslie Races, Auckland - 29th May 2010
Media placement: Fashion Store Window Display + Decal - Black Box, Auckland - 17th May 2010
Media placement: Graffiti Street Posters - Fringe/CBD Areas - Auckland - 17th May 2010
Media placement: Cafe/art Gallery Oil Canvas Ads - 2x Auckland Galleries/7x Auckland CBD Café's - 21st May 2010
Insights, Strategy & the Idea
Faced with declining profits, MINI challenged us to become their global test market; could we sell ONE new MINI straight off their website, without any traditional sales support?!
Asking $50,000 for a premium priced car our audience had never seen; we knew this had to be a 100% emotional decision to overcome rational barriers.
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 the 15 cars being identical, our media strategy was to create a perception of 15 individual choices, by developing a unique personality and campaign for EACH car.
Online was an obvious solution but we fought for outdoor to lead each number’s campaign to generate critical interest and desire.
Creative Execution
We crafted each identity to reflect a specific audience insight based on their behaviour, lifestyle or social touch-points. The creative was just numbers; it was the PLACEMENT that brought these personalities to life.
This led us to abandoned traditional formats, creating our own contextualized ambient placements that amplified each personality:
• ARTY # 15 used oil canvas ads posing as art in leading galleries
• FASHIONABLE #5 hijacked fashion boutique windows
• SOCIALITE #6 frequented every ‘it’ event ensuring they were snapped everywhere
• LUCKY #7 sponsored every 7th race and emblazoned every 7th horse at elite race days
• EGOTISTICAL #1 had to have a 20m sequined-covered #1!
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 traditional sales support; lowering the cost-per-sale ratios.
Web traffic increased 1,119% (38,102) - 83% of traffic was from unique visitors.
Although online was used for this campaign, we saw a direct correlation between each numbers ambient execution and their online traffic spikes. We successfully used OOH in a unique way to drive product desire and online sales conversion.
Ultimately we sold all 15 MINI SOHO’s, giving MINI an additional $700k of revenue over our target.