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
