How to introduce the new Mini with 5 doors?
MINI is a car like no other. In its debut in 1959 it totally shook up the auto market with it’s groundbreaking compact design. So when MINI introduced the new MINI with 5 doors, it was time to surprise and shake up the market again.
For the launch of the new model that’s exactly what we did. We created a mobile ad that literally shook things up and generated hype around it. Leveraging MINI’s fun and teasing brand voice, we challenged users with a clear and simple message. By shaking their devices they were able to interact with the new MINI and reveal the message we wanted to get across. It’s in fact the same MINI everyone loves, but now with loads more to love.
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Over 15,000 MINIs were shook, contributing to a high engagement rate of almost 4%. The campaign also generated test drive interest from over 5000 people for the new MINI with 5 doors.