VENDING MACHINE by Taxi 2 Toronto, Taxi Canada for MINI

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VENDING MACHINE

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Industry Cars
Media Promo & PR
Market Canada
Agency Taxi 2 Toronto
Agency Taxi Canada
Executive Creative Director Lance Martin
Art Director Jeff Maceachern
Copywriter Alanna Nathanson
Producer Sam Benson, Hanna Bratt
Released December 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: MINI CANADA
Product/Service: MINI 2011 R5X
Agency: TAXI 2
Agency: TAXI
Date of First Appearance: Dec 2 2010
Entrant Company: TAXI 2, Toronto, CANADA
Executive Creative Director: Lance Martin (Taxi)
Copywriter: Alanna Nathanson (Taxi)
Art Director: Jeff MacEachern (Taxi)
Producer: Hanna Bratt (Taxi)
Producer: Sam Benson (Taxi)
Account Manager: Tina Tieu (Taxi)
Animation: (Hatch Studios)
Interactive: (Fourth Wall)
Mobile Marketing: (Mythum)
Media placement: Ambient - Night Projection - Projected On Various Buildings In High Traffic Areas Throughout Toronto - December 2nd 2010

Describe the objective of the promotion.
Our objective was to demonstrate the multitude of ways in which MINI drivers can personalise their MINI, while allowing the public to interact directly with the brand.

Describe how the promotion developed from concept to implementation.
We wanted to create a large-scale piece that would engage our target audience and allow them to experience MINI first-hand. So what better way to let the public choose their own MINI than to literally let them choose their own MINI? The MINI Vending Machine became the largest ever interactive night projection in Canada, showcasing the latest MINIs in a variety of combinations. Passersby could interact with the projection by texting to pick the MINI of their choice. This triggered their MINI to drive to the bottom, in 1 of 9 fun, cheeky animations.
A personalised-response SMS message was then dispatched to them, that led to MINI’s Facebook page.

Explain why the method of promotion was most relevant to the product or service.
MINI lovers know to expect the unexpected when it comes to the MINI brand, which is why we decided to take an unprecedented approach to interacting with consumers on the street in typical cheeky MINI style. Not only did our target audience see this on street and directly interact with it, we gained a massive world-wide audience online as the MINI Vending Machine went viral.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Vending Machine was hugely successful; not only did it get 134,861 impressions in two weeks, it received large-scale attention on thousands of sites and blogs all over the world, as well as over 20,000 hits on YouTube in its first week.
The MINI Vending Machine didn’t just light up the street for the public to interact with and enjoy - it created a major buzz online.