Cannes Lions

THE 2011 MINI R5X

TAXI 2, Toronto / MINI / 2011

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We created the MINI Vending Machine, the largest ever interactive night projection in Canada, which showcased different combinations of the latest 2011 MINIs.Placed strategically in the club district where our key target audience is found, passersby could interact with it by texting to choose the MINI they wanted. This triggered their MINI to drive to the bottom in 1 of 9 fun, cheeky animations.A personalized-response SMS message was then dispatched to them, that led to MINI’s Facebook page.Several channels worked together to maximize the campaign: first, our target could both view the eye-catching projection and then interact with it. This was then taken one step further in our ability to gather a data-base of our target audience.Finally, the projection went viral, and gained immense international exposure.

Outcome

The Vending Machine garnered an amazing response from our target audience; 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, thus building new relationships and international brand awareness.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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