2013 Winners & Shortlists

The Brief

With limited test-drive cars, MINI wanted to reach a wide audience base to introduce the availability its niche model, John Cooper Works. The Middle East region is especially skewed towards cars with automatic gearshifts, which meant MINI had to act larger than life it it was to tap into this huge potential. The objectives then were 3-fold: 1) To generate awareness via online & offline, 2)Facilitate engagement via a testdrive roadshow; and 3) To generate "reach" recognizing it can only accommodate a limited number of prospects at the roadshow.

Describe how the promotion developed from concept to implementation

MINI sub-brand, John Cooper Works, is more about the thrill and exhilaration of racing than the fascinating cars themselves, especially with the launch of new automatic variants which the regional market is craving for. We knew experiences more than advertising messages were key to getting people's attention. But we also knew we had very little opportunity to offer first-hand experiences with the limited number of test drive cars available. To spread the message, we created a virtual experiential game using an interactive projection wall and iPads as steering wheels, complete with social media sharing capabilities, to augment the roadshows.

Describe the success of the promotion with both client and consumer including some quantifiable results

More than 85% of the MINI roadshow participants got to play the virtual racing game, an experience they treasured in the same measure they enjoyed the thrill of driving the MINI John Cooper Works automatic cars on a racetrack. All in all, around 3,000 shares and posts on the MINI John Cooper Works Digital Racing Game was generated on Facebook. This does not include the countless other friends who were exposed to these 3,000 published stories on Facebook. For MINI Middle East, this is a branded viral they would not have achieved via conventional test drive events.

Explain why the method of promotion was most relevant to the product or service

The region is dominated by cars with automatic transmission, a fact MINI found challenging since its sub-brand, John Cooper Works, is known as a racing legend with manual gearboxes. With the launch of the automatic gearshifts, MINI had a lot to say. But online and offline awareness and engagement via actual test drives were not enough. We needed "reach" which was close to impossible since the roadshow could only accommodate a limited number of prospects. The digital game at the roadshows then gave players the opportunity to brag about their virtual experience via branded race results on their Facebook profiles.