Cannes Lions

MINI AUTOMOBILE

PPGH JWT GROUP, Amsterdam / BMW / 2005

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Overview

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Overview

Description

Fitting perfectly with MINI’s brand values (extrovert, cocky, daring, mischievous, exciting), we produced a magazine insert … with a MINI condom. The MINI-method of explaining that you can enjoy the good things in life and play safe at the same time. In other words: 'I drive a MINI, because I drive safe. Or I don't drive at all.'

Outcome

The impact of the unconventional insert, with more than 580,000 MINI condoms in selected magazines, was unparalleled. Enthusiastic customers, MINI dealers and employees. Enthusiastic magazine publishers. And last but not least an enthusiastic target group. Just one powerful insert put MINI on the map as the automobile that is not only 100% fun, but also 100% safe.

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