Cannes Lions

MINI 2011 R5X

TAXI 2, Toronto / MINI / 2011

Awards:

2 Shortlisted Cannes Lions
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

We wanted to create a large-scale piece that would engage our target audience and allow them to experience MINI first-hand. So what better way to let the public choose their own MINI than to literally let them choose their own MINI? The MINI Vending Machine became the largest ever interactive night projection in Canada, showcasing the latest MINIs in a variety of combinations. Passersby could interact with the projection by texting to pick the MINI of their choice. This triggered their MINI to drive to the bottom, in 1 of 9 fun, cheeky animations.A personalised-response SMS message was then dispatched to them, that led to MINI’s Facebook page.

Outcome

The Vending Machine was hugely successful; not only did it get 134,861 impressions in two weeks, it received large-scale attention on thousands of sites and blogs all over the world, as well as over 20,000 hits on YouTube in its first week.The MINI Vending Machine didn’t just light up the street for the public to interact with and enjoy - it created a major buzz online.

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