MINI Promo Mini: GETAWAY STOCKHOLM by Jung Von Matt/Strommen Stockholm

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Industry Automotive, Cars
Media Promo & PR
Market Sweden
Agency Jung Von Matt/Strommen Stockholm
Creative Director Johan De Jager
Art Director Daniel Wahlgren
Copywriter Magnus Andersson
Released June 2011


Cannes Lions 2011
Promo & Activation Lions Best Use of Other Digital Media in a Promotional Campaign Silver
Media Lions Best Consumer Engagement Bronze
Promo & Activation Lions Cars & Automotive Services Bronze

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser/Client: MINI
Product/Service: MINI COUNTRYMAN
Entrant Company: JUNG von MATT Stockholm, SWEDEN
Sales Promotion/Advertising Agency: JUNG von MATT Stockholm, SWEDEN
Creative Director: Johan Jäger
Art Director: Daniel Wahlgren
Copywriter: Magnus Andersson
Account Director: Jan Casserlöv
Planner: Leon Phang
Visual Director: Daniel Forero
Final Art: Jon Palmqvist
Project Manager: Ida Modin
Media Agency: Carat
Production Company App: Monterosa
Production Company Web/Backend Suddenly
Production Company Film: Duo Blau
PR (Domingo PR)
Describe the brief from the client:
Launch the new car model MINI Countryman in Sweden, using the global concept for the car: “Getaway”. For MINI Sweden it was the most important launch and marketing campaign since the total remake of the car in 2001.
Mentally young, i.e. all people loving the MINI brand value.
Create evangelists. Make them start talking about the launch both offline and online.
Describe how the promotion developed from concept to implementation:
MINI is a car people have admired since they were kids and read about in comic books. We dared the mentally young to make their dream car come true – appealing also to primal hunting instincts. If you managed to catch a virtual MINI and kept your prey away from everybody else you won a real MINI, which fitted perfectly both with MINI's DNA and the concept "Getaway".
The talk value was enhanced by the campaign being the world's biggest reality game.
Describe the success of the promotion with both client and consumer including some quantifiable results:
– During the game week 11,413 people participated.
– The virtual MINI was transported nearly 1,500 physical kilometres.
– Average gaming time was 5 hours and 6 minutes per person.
– Sales increased with 108% the first quarter after the campaign (record sales in Sweden).
– People from 90 countries followed the game on our website,
Explain why the method of promotion was most relevant to the product or service:
The campaign was based on play and getaway, which is what MINI's DNA is all about.
It was the world's biggest reality game. It transformed Stockholm city - and everybody in it - to a living game board, and it transformed the target group to living billboards. All people can relate to a cat-and-mouse-like game, which got people to start planning and discussing strategies even before the game begun.