Cannes Lions

MINI CHASE THE PACEMAN

IRIS WORLDWIDE, London / MINI / 2014

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Overview

Entries

Credits

Overview

Execution

We put the MINI Paceman in viewer's homes and hands through a Shazam-enabled primetime TVC – which aired during Champions League and FA Cup Semi-finals – launched the Chase the Paceman experience on the viewer's mobile once they tagged the soundtrack from the airing TVC.

We partnered with Vizeum delivering a disruptive digital campaign to drive our audience there. This included takeovers in the Telegraph and Guardian iPad editions, rich media mobile banners and targeted NFC.

Be it on the sofa or on the go, our audience got a sense of being in the driving seat of a MINI Paceman.

Outcome

Over the course of the campaign, which was seen by 27 million people, there were over 140,000 engagements with the mobile web experience, generating 3,000 leads. The Shazam-enabled TVC alone generated over 10,000 tags.

In the first month of the campaign being live, it delivered 63% of the annual lead target for the Paceman, and using this innovative, mobile-first strategy doubled previous conversion rates for MINI’s digital campaigns.

In terms of ‘inventiveness’, one of MINI’s core KPIs, the Paceman campaign saw a 5% uplift – its highest for two years.

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