Mini - Mini Not Normal
EXPERIENTIAL
We aimed to create an unconventional project targeted at MINI drivers, and that's exactly what we achieved, representing the brand’s quirky identity and engaging with consumers!
THE Brief
Welcome to our award winning project (Best Digital Out of Home Campaign at The DailyDOOH Awards), a campaign for Iris, Posterscope and Vizeum.
We aimed to create an unconventional project targeted at MINI drivers, and that's exactly what we achieved, representing the brand’s quirky identity and engaging with consumers!
As Tom Salkowsky, Mini’s marketing chief, said, “We do things differently, We’re a little quirky, We lean into that. That’s not typical, that’s not traditional, that’s not ordinary, that’s not normal. That’s Mini.”
Our Approach
We used 6 JC Decaux digital screens to deliver messages to MINI drivers as they passed. To make the experience unique and very personalised we used car model, colour, driver gender, time of day and traffic to create the messages.
The screens were located on one of Europe’s busiest A-roads and synchronised with traffic speed.
How did we do it
We placed spotters along the road with 4G Android tablets, who triggered the instant messages via an App that we created, making them appear on the screens for the MINI drivers to read. The app also had info on the surprise offer that the MINI drivers would receive and for easy management, displayed the car model and colour along with the offer.
Another App, running on the newly released Samsung 4G Android enabled SLR camera, would take pictures of MINI drivers (after they were asked to pull up by a spotter, of course - safety first), upload those up to our servers and send them back to the tablets, ready to be triggered by our spotters onto the final screen. Talk about your 15 seconds of fame!
