MINI - Not Normal

What makes MINI exceptional is its community’s enigmatic obsession with the brand. So we devised a socially-focused campaign and asked MINI owners to showcase their love using #MININOTNORMAL.

More than 2,200 public affirmations were received including some wacky examples such as seaside sandcastles or wild flower beds shaped as MINIs, and we turned 300 into ads overnight using Live Poster digital technology. On one of the busiest roads in the UK, we developed a bespoke 3G-enabled Android app to broadcast personal messages to MINI drivers in real-time through a digital poster site. Motorists could stop off nearby to be greeted with free gifts while others were photographed and made the star of their own ad. No single image was seen twice across 110 outdoor formats which powerfully conveyed the intensity of this spirited bunch.

Every time someone saw their creation publicly saluted, they shared it on social networks - trebling the campaign reach without any additional spend. MINI regained its market-leading position and over a third of MINI owners engaged with it on social media.

There was a 27% uplift in people considering buying a MINI, two-thirds of which was attributed to the outdoor campaign alone – the largest contribution from OOH to a campaign ever recorded through Dentsu Aegis measurement tool ICE.

by Vizeum & Posterscope - Read more