A MINI still has the public image of being a small car. MINI wanted to correct this misconception with the help of a guerrilla campaign that focused playfully on exactly that key asset of a MINI – its size. The goal of the campaign was to make the target audience realize that a MINI offers much more space than is commonly assumed. To “prove” this, the size of a MINI car was used in a witty and slightly exaggerated way: at several locations in a number of Swiss cities life-size front views of a MINI car were installed, complete with an open driver’s door. The locations chosen were entrances and exits of underpasses and escalators (leading, for example, to train stations) in areas frequented by many passers-by. Those passers-by who stood directly in front of this very life-like MINI duplicate got the impression that a host of people were getting in and out of that presumably so small car. This eye catcher with trompe-l’oeil effect was an effective way of getting people’s attention. In addition, the typical MINI humor of this tongue-in cheek approach confirmed MINI’s status as a “cult” brand. Good for a golden lion for Best use of Ambient Media.
Type of Medium: Use of Media
Category: Best use of Ambient Media
Title: Size
Advertiser: MINI Schweiz
Product or Service: Mini
Advertising Agency, City: Jung von Matt, Zurich
Country: Switzerland
Creative Directors: Alexander Jaggy/Michael Rottmann
Account Manager: Rolf Helfenstein
Art Director: Hendrik Schweder
Account Assistent: Christine Kuhnt
Art Director: David Hanselmann
Copywriters: Lars Haensell/Ole Kleinhans
Adrian Riesen Head of MINI Brand Management BMW
Michal Tocek Manager of MINI Communication BMW
fark
July 11, 2006 at 7:53 am
FARK!
musicjunky
July 11, 2006 at 8:38 am
That is pretty slick.
gerald
July 11, 2006 at 9:06 am
“Guerilla advertising”. GROAN….zzzz
Jorge
July 11, 2006 at 9:26 am
I’m not a big fan of marketing because I see some rather horrible examples of it in my workaday life.
This however is a great example of how to do it right. An intelligent approach, tongue firmly planted in cheek and well-executed. When it’s done like this it becomes art and I like it very much.
bababooey
July 11, 2006 at 11:54 am
cute, but i still wouldn’t buy that crappy car.
JJ
July 11, 2006 at 1:39 pm
It’s not crappy. Grab a motor trend or car and driver. It’s an awesome car to drive.
fark
July 11, 2006 at 2:18 pm
oooo very fark like
fark
July 11, 2006 at 3:05 pm
Meh. That’s one of the worst photoshops I’ve seen in a long while..
Coolz0r
July 11, 2006 at 3:52 pm
@ fark directly above: apparently you can’t even see the difference between a real live simulation and a photoshopped creation. Says a lot, no? Or do you think the credits at the bottom were added just for fun? You think Cannes awards photoshopped Outdoor installments? Hmm.
mark
July 11, 2006 at 5:08 pm
very nice
Julie
July 11, 2006 at 5:21 pm
I think this is a really creative and interesting way to put the car into perspective.
JJ
July 11, 2006 at 6:09 pm
CoolzOr
He was joking.
Get it?
Ha ha.
JJ
July 11, 2006 at 6:10 pm
Take that giant stick out of your ass before you perforate something.
Jason Schramm
July 11, 2006 at 6:34 pm
Too bad I didn’t comment earlier. All that lost fark juice.
Drew
July 11, 2006 at 6:59 pm
That advertisement is genius. Whoever thought of that should get promoted.
GM
July 11, 2006 at 7:15 pm
Jorge: “When it’s done like this it becomes art…”
No, it doesn’t become art IMHO. It remains marketing as it has no broader intent than manipulating your thoughts about this auto.
Farker
July 12, 2006 at 12:12 am
If only everyone would dress as a clown for the day
brian jankowski
July 12, 2006 at 5:53 am
hide and go camoflage….
Here for Now… » Blog Archive » Great example of location marketing
July 14, 2006 at 6:26 am
[...] One Large Mini – Coolz0r – Marketing Thoughts [...]
Pragnendra Rahevar
June 10, 2007 at 8:35 pm
It was really excellent way to represent the capacity of small car lik mini. it creates great recall and highest attenction. its excellent example of ambient media. IMPRESSIVE