2014 Winners & Shortlists

The Brief

- Create Buzz about Mini in the Target market - Re-enforce the brand claim Not Normal by creating an unconventional true example - Deepen the emotional hook with the brand and leverage equity - Surprise and intrigue the market with the Brand Claim - Emotionally connecting Not Normal and Mini - Maintain the self daring and humor that MINI possesses.

Describe how the promotion developed from concept to implementation

- In one of the best diving spots in the world, Sharm El Skiehk “Sharks bay”, MINI found it‟s best spot for a dive. - MINI-mock-up-was placed under water for several weekends engaging with the best possible traffic. - A sign seen from the top of water surface stating “YOU ARE A DIVE AWAY FROM SOMETHING NOT NORMAL”. - Excited swimmers dive underneath the sign to discover that MINI is actually placed under water with messgae of “A CAR THAT DOESN‟T MIND GETTING WET IS NOT NORMAL”. - A devoted underwater photographer gave people pictures standing and swimming around MINI. 

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

- Created a huge buzz and PR Coverage: 8 articles covering the MINI underwater & the resulting word of mouth - Increased Egypt‟s national Facebook fan base with over 15,000 Fans - 9,062 likes. -1,690 shares. -More than 100 positive comment that entail people’s fascination with MINI’s NOT NORMAL idea - reinforced the Brand claim “NOT NORMAL” by creating an unconventional true example.

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

MINI has always been known to bend the rules and sometimes even break them a little.  So what do you get when you cross the sport of diving and MINI? You guessed it. A diving MINI.