WHAT'S YOUR NUMBER? by DraftFCB Auckland for MINI

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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 Integrated Media
Advertiser: BMW MINI
Product/Service: MINI
Date of First Appearance: Apr 30 2010
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: Statically Charged Posters - CBD/fringe Drinking Areas - Auckland, Wellington, Christchurch - 27th May 2010
Media placement: Bar Coasters And 2+1 Drinks Promotion - CBD Upmarket Bars - Auckland, Wellington And Christchurch - 30th May 2010
Media placement: Magazine Sponsorship + Editorially Integrated Puzzles - Mindfood Magazine - Think Section - 17th May 2010
Media placement: Lifesized Polystyrene #6 - Guerilla Event Presence - Photographed At Auckland/Wellington Events And Featured Online At A-List.co.nz - 6th May 2010
Media placement: Race Day Sponsorship - #7 Race And #7 Horse - Ellerslie Races, Auckland - 29th May 2010
Media placement: Sweat Towel Giveaway + Gym Locker Stickers - Les Mills, Auckland - 23rd May 2010
Media placement: Cinema - 3D 30" - Auckland, Wellington, Christchurch - 13th May 2010
Media placement: Magazine Fore-Edge Spine Ad - Prodesign Magazine - 30th April 2010
Media placement: Fashion Store Window Display + Decal - Blackbox, Auckland - 17th May 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, without test drives or without any other sales support?!
Asking $50,000 for a premium priced car our audience had never even 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 identity 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 niche placements, across outdoor, ambient, 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 formats, creating our own contextualized placements to amplify each personality:
• SOCIALITE #6 partied with the A-List, photo-bombed gossip websites, appeared against online celebrity searches
• THREESOME #3 offered 3for2 drink promotions, prowled bars on drink coasters, cruised dating websites, appeared against illicit online searches.
Critically 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 the 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 our target.
Following this success, MINI Global are extending this online-only sales initiative to Hong Kong and Sweden.